$ cat work/sau-undergrad.md
SAU
A redesigned undergraduate recruitment series for one of the most diverse campuses in the Southeast.
- client
- Southern Adventist University
- year
- 2022
- scope
- Print series, direct mail, email, digital
- pieces
- Viewbook, postcard, email, social
- An undergraduate recruitment series is read in a specific order by a specific person, and almost never the order the institution imagines. A postcard arrives first and is handled by a parent. The viewbook arrives later and is opened by the student.
- So the series is designed to be entered anywhere and nothing depends on having seen a previous mailing. The viewbook in particular has no front-to-back argument, because it will not be read that way.
- The viewbook and the series runs with a visible grid based system that helps the layout throughout all the pieces while also allowing a feeling of transparency and organization, two pillars of the institution.
- The postcards are meant to be read and understood quickly. After the initial glance, the details come across as personal and informative, such as the stamps showing the diverse campus and the international presence.
- Email templates were rebuilt ot highlight the lush campus life and diversity. The feeling of walking around campus should jump off the screen and invite the reader in to learn more.
- The social templates are looser and the type is set larger than anywhere else in the system to grab the attention on a fast scrolling feed. The depth also leads to feelings of motion and breaths life into the images.
