When Brandeis University decided to rethink its recruitment materials, its charge to us was crystal-clear: do something radically different. So we turned the whole idea of an admissions viewbook on its head, moving away from standard brochure-style fare to an editorial-driven magazine. Spreads typically dedicated to academics, student life, and athletics were replaced by feature stories, profiles, and unexpected sidebars that highlight everything from Brandeis students fighting for immigrant rights, to faculty exploring the neuroscience of gummy bears (true!), to tips and tricks for finding a life-changing bowl of pho. The result? A piece that provides the kind of dynamic, authentic, and unvarnished stories that resonate with sophisticated, media-savvy post-Millennials.
You know, the kind of kids that every school is looking to reach.