Newsprint is an immersive, temporary material. It is disposable. It crumples easily and yellows quickly.
It has a short lifetime. It is intentionally imperfect. This is what we love about it, and why, when we were asked to create a search piece for Loyola University Maryland back in January, we chose newsprint. We wanted to use a material that was as immediate, honest, and unvarnished as the messaging contained in its pages.
The task was to create a mailer for Loyola that was aimed at high school Sophomores and Juniors—
a time when many prospective students are feeling overwhelming emotions (both good and bad) about college. So instead of going down a tried and trite path full of generic campus photography and preemptive university information, we decided to instead tackle the immediate emotions that students feel at that particular moment in their lives: excitement, uncertainty, nervousness, and above all, possibility. We wanted to create something that was welcoming, immersive, and relatable—a bit of relevant life advice, rather than marketing jargon.
We explained the idea to Loyola as a piece that’s about the now—one that doesn’t immediately refer to Loyola, but instead reflects the school’s ideals and the type of attention and life skills that students can garner from their time on the Evergreen campus. Loyola was so excited by the idea that they encouraged us to make a double-edition piece that would be mailed out in two waves over a month-long period.
Looking back, it was really exciting to have the opportunity to work on a piece that pushed the boundaries of what a piece of university branding can be—going so far as to have the first volume appear without any logo or mention of Loyola whatsoever, besides a discrete seal on the back cover. The first volume focuses on the types of questions and uncertainties that high school students might be dealing with, and encourages them to embrace their facets, take advantage of their ability to try many things, and to focus on what makes them happy.
Creative Direction: Dan Shepelavy
Concept & Storyboards: Kelly Dorsey, Anna Hartley
Design: Kelly Dorsey
Copywriting: Anna Hartley
Photography: Daniel Bedell
Photo Shoot Art Direction: Kelly Dorsey
Work done for 160over90
It has a short lifetime. It is intentionally imperfect. This is what we love about it, and why, when we were asked to create a search piece for Loyola University Maryland back in January, we chose newsprint. We wanted to use a material that was as immediate, honest, and unvarnished as the messaging contained in its pages.
The task was to create a mailer for Loyola that was aimed at high school Sophomores and Juniors—
a time when many prospective students are feeling overwhelming emotions (both good and bad) about college. So instead of going down a tried and trite path full of generic campus photography and preemptive university information, we decided to instead tackle the immediate emotions that students feel at that particular moment in their lives: excitement, uncertainty, nervousness, and above all, possibility. We wanted to create something that was welcoming, immersive, and relatable—a bit of relevant life advice, rather than marketing jargon.
We explained the idea to Loyola as a piece that’s about the now—one that doesn’t immediately refer to Loyola, but instead reflects the school’s ideals and the type of attention and life skills that students can garner from their time on the Evergreen campus. Loyola was so excited by the idea that they encouraged us to make a double-edition piece that would be mailed out in two waves over a month-long period.
Looking back, it was really exciting to have the opportunity to work on a piece that pushed the boundaries of what a piece of university branding can be—going so far as to have the first volume appear without any logo or mention of Loyola whatsoever, besides a discrete seal on the back cover. The first volume focuses on the types of questions and uncertainties that high school students might be dealing with, and encourages them to embrace their facets, take advantage of their ability to try many things, and to focus on what makes them happy.
Creative Direction: Dan Shepelavy
Concept & Storyboards: Kelly Dorsey, Anna Hartley
Design: Kelly Dorsey
Copywriting: Anna Hartley
Photography: Daniel Bedell
Photo Shoot Art Direction: Kelly Dorsey
Work done for 160over90
http://cargocollective.com/kellydorsey/Loyola-Search-Piece-Part-1
I really like the comment about the stock used in this project, it is considered and has purpose to its function. This is something I want to consider more in this brief and experiment with.
No comments:
Post a Comment