In the spring of 2018, the University of Guelph Humber (UGH) required us to implement their new brand standards and identity guides within all their recruitment communication efforts for the 2019 academic year. With an aggressive time to market window, we worked collaboratively with UHG on the student Viewbook. This main piece formed the foundation for all 12 key recruitment tactics throughout the summer. Recruitment efforts targeted high school, transfer and international students but also focused on important influencer groups such as student guidance counsellors and parents.
The main student Viewbook is a comprehensive resource tool showcasing everything about UHG.
Our approach was one of utility and design. The book needed to work as a presentation tool for guidance counsellors and provide everything needed to make an informed choice. It also needed to work within the university's new brand standards in a fresh and compelling way. The main design element consisted of triangles arranged in a way that they provided a consistent and ownable treatment that was exclusive to UGH. This treatment was then trans-created to all other recruitment material.
The inside front and back covers included a gatefold that focused on key information.
The intent was to incorporate a convenient utility for users that highlighted important information such as program information and admission requirements. It was important the book balanced brand's essence and sensible design approach, with the book's need to be comprehensive but simple to navigate. It also included a business reply device for prospective students to request further information or to register.
Main areas of the book used double page spreads as dividers to further enhance the design and content.
Using a disciplined design approach, and custom photography from the media studies program at UGH, we created a warm and relevant tone, celebrating students and areas throughout the campus environment. Partnering with Media Studies students on the photography proved to have some great outcomes for the book and provided them with valuable insights and experience into their future career goals.
There were many 'types' of students we were targeting.
UGH is one of the few schools of higher learning, where you could achieve 2 credentials in 4 years: Degree + Diploma. This was featured prominently throughout the book but primarily within the Focused Programs section. Each program spread was split into two areas: The course study information and a corresponding student success story. Each, providing both an emotional and rational reason to choose UGH. Additionally, the international market represents a big opportunity and was given a prominent focus within the book.
The second book targeted full/part-time and mature students who were transfering from another university or college program.
The design approach evolved within a different book, in order to accommodate many different application types. It was meant to be a companion piece to the main viewbook but focus on students other than high school graduates.
For 2020, we took something great and made it even better!
With success and learning of 2019, we re-freshed the work with a new creative idea (theme) for 2020. It focused on the main aspect which makes UGH a unique and compelling proposition: Degree + Diploma in 4 years. This translated into "More in 4" and was used to anchor all elements of the year's recruitment efforts.
More than just a word.
It became the anchor to everything and highlighted key sections of interest: More Perspective (international), More Choice (programs), More Support (student life), etc...
The above examples were just a portion of the 12 pieces we created as part of UGH's recruitment efforts throughout the year.
Credits: Frank Casera – Creative & Design Director, Dean Moore – Account & Project Management, Tina Fernandez – Strategy, Stephen Thut – Art Direction, Rita Chan – Graphic Design & Studio Production.