Print Revolution
May 5, 2010 • 5:26 pm • POSTED BY kdorsey
Newsprint is an immersive, temporary material. It is disposable. It crumples easily and yellows quickly. It has a short lifetime. It is intentionally imperfect. This is what we love about it, and why, when we were asked to create a search piece for Loyola University Maryland back in January, we chose newsprint. We wanted to use a material that was as immediate, honest, and unvarnished as the messaging contained in its pages.
The task was to create a mailer for Loyola that was aimed at high school Sophomores and Juniors—a time when many prospective students are feeling overwhelming emotions (both good and bad) about college. So instead of going down a tried and trite path full of generic campus photography and preemptive university information, we decided to instead tackle the immediate emotions that students feel at that particular moment in their lives: excitement, uncertainty, nervousness, and above all, possibility. We wanted to create something that was welcoming, immersive, and relatable—a bit of relevant life advice, rather than marketing jargon.
We explained the idea to Loyola as a piece that’s about the now—one that doesn’t immediately refer to Loyola, but instead reflects the school’s ideals and the type of attention and life skills that students can garner from their time on the Evergreen campus. Loyola was so excited by the idea that they encouraged us to make a double-edition piece that would be mailed out in two waves over a month-long period.
Looking back, it was really exciting to have the opportunity to work on a piece that pushed the boundaries of what a piece of university branding can be—going so far as to have the first volume appear without any logo or mention of Loyola whatsoever, besides a discrete seal on the back cover. The first volume focuses on the types of questions and uncertainties that high school students might be dealing with, and encourages them to embrace their facets, take advantage of their ability to try many things, and to focus on what makes them happy.
The type- and photo-driven first volume was followed by a graphic-heavy second volume that goes into specific detail about the tenets of Loyola University Maryland, and the University’s devotion to care of the whole person. Volume 2 asks students to examine their own personalities and interests as a means of uncovering what university is best for them—whether or not that school ends up being Loyola.
In its playful nature, curiosity-inspiring approach, and intellectual roots, the piece reflects Loyola University Maryland on a fundamental level. And like Loyola’s tenets, it provides advice that remains relevant throughout different periods in your life.
Amazingly inspirational.
This looks awesome Kelly!
After witnessing Kelly work her butt off on this project for consecutive late nights, I finally went to her and said, “What the hell are you doing? Building a time machine?” Lo and behold, one spin through this cool piece and you are instantly transported back to high school, with a big thanks to Anna Hartley’s excellent writing. Nice work all around. Now I need to mix up some jungle juice and get ready for prom.
I love the idea of sending 2 consecutive pieces to their targeted audience. It helps build a trust and familiarity with them. The look and feel of the pieces are far from typical college mailing which really grabs their attention since they’re swamped with mail from colleges during this time. This is the one thing that would REALLY stand out!
And thanks to Anna for writing up the post too! I just added photos…………………
This turned out beautiful! Well done.
Wow. This is so beautiful! Nice to see a university reaching out to HS students like this. How do I score a copy?
I received these in the mail, part 2 this weekend and part 1 last month. It is so unlike the hundreds of other mailers other schools have sent me in the past 4-5 months and that is greatly appreciated. The design and colors are brilliant–I’m trying to find space for one or two of the pages on my bedroom wall (namely the spread of “If a college asks…”/”tell them…”).
I wish more of my college mail was like this.
This is really great! Newsprint is so fun, accessible and straight forward…Awesome choice.
love the copy.
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Great graphics and imagery. Big fan. Any stats on the response rate to these pieces? Did they get it? Were they inspired by it? Or did they trash it? So curious…probably not as curious as those behind this beautiful campaign.
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looks hot. makes me want to get myself an education. now.
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Wonderful Look, is it selfmade?
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