Admissions Recruitment Materials

One of my first big projects after starting my job at Utica University was to create a new look for the Admissions recruitment materials. I explored a few different directions with my team and stakeholders, and we ultimately chose this bright/fun vibe for the suite of materials.

 

The use of our secondary color palette (green, yellow, light blue) or our “spirit” colors, in addition to our official orange and navy, helps to grab attention and to communicate a sense of change (we recently had a name change from College to University). I also introduced a hand-drawn script font called Agatha Bergman, which pairs nicely with our brand font, Gotham. This script, in combination with some other hand-drawn graphic elements, helps to convey our welcoming/approachable brand personality.

 

The icing on the cake for this new look is, of course, the beautiful Tower Hall illustration by David Owens Illustration. From the onset of this project I had a vision of using illustration instead of just photography because I knew this could inject some energy into a campus shot that we’ve seen so many times before. The visual is stunning and, in combination with our inspirational message of “Go Beyond,” I’m hoping we recruit SO many prospective students :)