University of San Francisco / Admissions Catalog
USF had an identity crisis: despite being smack-dab in the middle of the city, people constantly confused it with UCSF (totally different school), and nobody really knew where it was (myself included, until I started working there). As a recruitment tool, we needed this catalog to reflect the vibrance and energy of it’s namesake city–as a place college candidates would want to spend their next four+ years.
Creating this piece was nothing short of a blast, and might be my favorite project to date. Using photo apps, we took many of the pics ourselves and created a sketchbook-style catalog that spoke to teens in their own visual language. As the lead designer on the project, I worked with our in-house creative team to deliver an award-winning viewbook. And the launch of Instagram that same year made the look of this catalog even more relevant.
Program Guides
We extended the same look and feel to the School of Management’s Masters Degree Programs. While keeping the same flavor, we tweaked the design to appeal to a slightly older audience, while giving each program it’s own colorway.
Brochures
Lastly, we created a series of smaller tri-fold and gate-fold supporting brochures, to round out the campaign.
