Compact college admissions viewbook design

Tufts admissions viewbook design
Tufts UniversityPrintPrintIndustryIndustryEducationDurationDuration4 monthsDesignDesignclear foilstamp on coverAwardsAwardsGOLD: 33rd Annual Educational Advertising AwardProject teamProject teamCasey McGeeArt DirectorLily RoblesCreative Director, Partner1Thumbcut Die

“Our team needs a compact admissions viewbook design that can be updated easily.” This is what we heard at the first meeting with our clients from the Tufts Friedman School of Nutrition Science and Policy. Members of the team travel frequently and need to carry stacks of these materials, so they should be as lightweight as possible.

College admissions viewbook design

One design goal was convenience in shipping and carrying the viewbook. This is primarily because the viewbook would serve as an invitation to the college’s website, where most of the detailed content lives. Friedman also wanted to be able to include content that might change each year, each month, or even more frequently. We proposed the idea of a very small piece that serves as a container for dynamic content such as fact sheets or event information. This “folder” approach is great because the college can update content easily and even in-house, without a big expense. This is also a smart solution because it minimizes extra pages that might not be relevant for every student or situation.

A special folder design

When people think of folders they usually think of a standard pocket style; 9×12 folded with a 4-inch pocket. These are pretty traditional and large. So we wanted to rethink the idea of the folder and create something more interesting for Friedman. The school’s brand is exciting, modern and relevant so we knew we needed something different that was super functional but also with a cool factor.

See the Viewbook

Tufts admissions viewbook design
Tufts admissions viewbook design

Our final design solution has a smaller footprint of roughly 6×9 inches. It has 8 pages with a place to store a few inserts on the inside back cover. The back cover is double thick to serve as the pocket and opens at the top of the page. But it’s not super obvious. There’s a half-circle die-cut or “thumbcut,” to signal to students that there is something extra stored there for them to discover. The inserts might contain content such as event information or admissions deadlines. Since this info changes every now and then, the inserts can be updated as needed and the basic viewbook can have a much longer shelf-life.

Viewbook design approach

We worked closely with the client to identify the most important messages. Then, we used the design to make those messages bold and memorable. It started with the title “Who is Nutrition?”  The question is provocative and introduces the idea that there are many roles to play in the study of nutrition. Science and Policy are just two of the directions one can take. With this headline, we used beautiful macro images of vegetables and fruit to demonstrate the idea of taking a closer look or a different perspective on food.

Molecule graphics

We also needed to emphasize the idea of science, as well as food. So we created a molecule graphic as a clear foil on the cover. When people pick up the viewbook, they are attracted by the title and macro broccoli, and then notice the molecules which are more subtle.

We loved working with Annie Devane, the Director of Communications. She fostered our creativity with her own. Together we won gold in the 33rd Annual Education Advertising Awards competition.

It is always a pleasure to work with such a driven and results-oriented team.

Annie DeVaneDirector of Communications & Web Strategies