The Gentlemen of Calvin College campagin was directed toward high school men to encourage them to attend Calvin College. The piece introduced students to a group of all-around awesome guys. By using the language of gentlemen, Calvin didn't mean perfect, completely put-together or better than you. Being a gentleman simply asked that students reach for a higher rung and don't settle for a life of "getting by" or "good enough." The piece was meant to have students imagine what being a Calvin gentleman might look like and how they can start building their Calvin experience.
I really wanted this piece to stand out from the rest in the mailbox. I accomplished this by doing a custom envelope with a sticker sealing it. Upon opening the piece there was a custom air freshener in a manly scent to add a touch of humor. The main graphic crest created for the piece is playful with the squirrels and the center is a call out to the college's official seal. Subtle pinstripes and wood textures are backdrops to stories about people, places, programs and passions students find at Calvin.
The web components were as important as the print piece. I worked with an in-house writer, in-house web designer and outside film crew to create a seamless online experience. Eight video interviews with Calvin gentlemen were the online highlight.
I worked with a team of writers to concept the campaign. I served as creative director and interviewed students, researched pop culture, coordinated and directed photo shoots, designed, coordinated production, coordinated videos and oversaw website development.