2017 Rebranded Printed Presentation Folder
▲ presentation folder interior
▲ presentation folder back & front cover
[ details ]
Organization
Ross University School of Veterinary Medicine
Project
Presentation Folder
Role
Creative Direction, Messaging, Project Lead
Tools & Technology
Adobe Acrobat Pro | Adobe Illustrator | Adobe InDesign | Adobe Photoshop | Microsoft Word
Skills & Knowledge
Audience Insights | Brand Messaging | Brand Stewardship | Brand Storytelling | Budget Management | Content Marketing | Creative Development | Creative Services Management | Creative Team Leadership | Customer-Centric Mindset | Data-Driven Decision Making | Higher Education Marketing | Photo Shoots | Print Production | Stakeholder Management | Vendor Management
Additional Credits
- Chad Hornyak: Graphic design lead
- Kristine Lester: Project management
- Howard Design Group: Agency of record howarddesign.com
- Zachary Kaufman: Professional photography https://zkaufman.com
[ more ]
INTRO & GOAL
The comprehensive repositioning and rebranding of Ross University School of Veterinary Medicine prompted a concurrent redesign of all informational and promotional collateral, including the presentation folder widely utilized at in-person events such as information sessions and various grad fairs at colleges and universities nationwide.
STRATEGY & PROCESS
This was an opportunity not simply to update the colors of the previous folder design but to think strategically about how it can complement and amplify the unique selling proposition and supporting proof points that affirmatively advocate Ross University School of Veterinary Medicine as a DVM-granting institution of choice. The folder’s interior presented an opportunity to tell Ross Vet’s brand narrative through visually engaging and informative infographics because contents can be added to or removed from a presentation folder after it has been distributed to prospective students, their families, and guidance counselors.
SOLUTION & OUTCOME
The front cover features a textured-looking background that visually echoes the actual texture of the accompanying view book — accented by a semi-transparent white imprint of the deconstructed central element of the Ross Vet logo. The full logo appears in white at full opacity toward the bottom. The front cover design is punctuated by the rebranded tagline “Passion With Compassion” on a red tab (also found on the viewbook cover), succinctly conveying the universally shared experience of all in the veterinary profession, per brand research findings. On the interior spread is a subdued photo of the coastline where the Ross University School of Veterinary Medicine campus sits. The interior left and right pockets feature core brand reasons to believe and key quality proof points that differentiate Ross Vet from competitors. A capacity spine was also included to account for the substantial viewbook often contained within the folder to eliminate unsightly cracking from overstuffing the folder. The result authentically echoed the brand essence of Ross University School of Veterinary Medicine and was appropriately eye-catching on a display table at crowded events.