Recruitment creative services for the University of Guelph Humber
In the spring of 2018, the University of Guelph Humber (UGH) required us to implement their new brand standards and identity guides within all their recruitment communication efforts for the 2019 academic year. With an aggressive time to market window, we produced a main student Viewbook that formed the foundation of 12 key recruitment tactics. The recruitment campaign targeted high school, transfer and international students but also focused on influencer groups such as student guidance counselors and parents.
The main student viewbook is a comprehensive resource tool for anyone who is considering UGH for post-secondary education.
Our approach was one of utility and design. The book needed to work as a presentation tool for guidance counselors and provide everything needed to make an informed choice. It also needed to work within the university's new brand standards in a fresh and compelling way. The main design element consisted of triangles arranged in a manner that they provided a consistent and ownable treatment that was exclusive to UGH. This treatment was then applied to all recruitment material.
The inside front and back covers included a gatefold that focused on key information.
The intent was to incorporate a convenient utility for users that highlighted important information such as program information and admission requirements.It was important that the book balanced brand essence and sensible design approach with the book's need to be comprehensive and simple to navigate. It also included a business reply card prospective students could use to mail UGH recruitment for more information.
Main areas of the book used double page spread dividers to further enhance the design elements and content areas.
Using a design templated approach, and custom photography from the media studies program, we created warm and relevant look and feel that celebrated the students and areas throughout the UGH campus environment.
There were several different 'types' of students who UGH was attracting.
UGH is one of the few (if any) schools of higher learning where someone could achieve 2 credentials in 4 years: Degree + Diploma. This was featured prominently throughout the book but primarily within the Focused Programs section of the book. Additionally, the international market is a big opportunity and was given the prominent focus it needed.
The second main book targeted full/part-time and mature students who were transfering from another university or college program.
The design template adjusted within a different book in order to accommodate many different application types. It was meant to be a companion piece to the main viewbook.
To view the entire viewbook and offer packs, please click here.
We took something great and made it even better for 2020!
With the success of the previous year's efforts, we re-freshed the work with a new creative idea (theme) for 2020. This year, we focused on the main aspect of what makes UGH a unique and compelling proposition: Degree + Diploma in 4 years. This translated into "More in 4" and was used to anchor all elements of the campaign.
To view the entire 2020 viewbook pdf, please click here.
Credits: Frank Casera – Creative & Design Director, Dean Moore – Account Management, Brittany Spadafore – Production Management, Stephen Thut – Graphic Design & Implementation, Rita Chan – Studio Production.
