Best of CASE District VI Award
 

Institution: Kansas State University

Title of entry: K-State Road Piece/Viewbook

About this entry: Our road piece serves as one of the earliest touch points with potential students in the recruitment cycle and often heavily informs their first impressions of the university. Over the previous years, the road piece was repeatedly trimmed down and reduced due to factors of cost and functionality. The result was a book that had begun to feel sterile, failed to provide the information students needed and did not properly reflect the brand of the university.

Because this iteration was coming as we transitioned away from a temporary brand campaign, we wanted to seize the opportunity to revitalize the booklet. We overhauled everything about the book, from its content strategy to the overall design to even the form factor and overall length. The content was reworked to align more strongly with our brand voice and expanded to include a more comprehensive view of the institution. Design focused on bold uses of typography, large doses of brand colors and new, stylized photo editing that emphasized enhancing the richness of colors and creating a sense of energy.

The final booklet was a huge success earning rave reviews from the recruitment staff and helping to establish the foundational style of all remaining pieces in the recruitment cycle.