Hope College integrated marketing campaign
PROCESS
Tracing ‘Verlag‘ sans serif typeface to give it some dimension
Working on a couple projects involving sketching & hand-drawn letters.
Trying some things. They didn’t love it.
My daughter helping out.
Viewbook
Content map for Viewbook
Global Classroom print piece
Acceptance Gift
Sketchbook, postcard, and pen in a branded box.
Student-posted unboxings of acceptance gift on social
Sketchbook spreads
Postcard
Hand-drawn frames for promo video as part of the campaign.
Email template
Outcome
Hope College and mStoner were honored with a 2017 UCDA Design Award of Excellence for the suite of integrated admissions materials. Admitted students posted unboxing videos and images on social media when they received the acceptance gift. And Fellinger (project lead on client side) reports that Hope staff members are “swooning” over the viewbook, even stopping her in the grocery store to tell her how much they love the piece.
DESIGN DIRECTION
The selected design direction was a fun, hand-drawn, energetic but welcoming with slightly irreverent icons (for a Christian College) and layered visual elements. Imperfect and authentic visuals paired well with the optimistic message of finding yourself and following your story. Early ideas for an acceptance gift included adult coloring book / sticker / activity book, branded colored pencils and enamel pins. Mixing big hand-drawn typefaces, detailed drawings of the campus, splatter marks, and portrait photography; the direction was chosen to move forward with some slight tweaks.
RESPONSIBILITIES
• Design direction (selected by client out of 3 options)
• Hand-drawn illustration + Typography
• Design execution + Hand off for all print pieces, digital, and video assets
