2016 Prospective Veterinary Student Printed Viewbook
▲ VIEWBOOK OPEN SPREADS
▲ VIEWBOOK INTERIOR 2-PAGE SPREADS
▲ VIEWBOOK INTERIOR 2-PAGE SPREAD
▲ VIEWBOOK INTERIOR PAGES
▲ VIEWBOOK INTERIOR 2-PAGE SPREAD
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Organization
Ross University School of Veterinary Medicine
Project
2016 Prospective Veterinary Student Printed Viewbook
Role
Creative Direction, Project Lead
Tools & Technology
Adobe Acrobat Pro | Adobe Illustrator | Adobe InDesign | Adobe Photoshop | Microsoft PowerPoint
Skills & Knowledge
Audience Insights | Brand Messaging | Brand Stewardship | Brand Storytelling | Budget Management | Color Theory | Content Marketing | Creative Development | Creative Services Management | Creative Team Leadership | Customer-Centric Mindset | Higher Education Marketing | Photo Shoots | Print Production | Stakeholder Management | Vendor Management
Additional Credits
- Jenna Calder: Marketing content
- Chad Hornyak: Graphic design lead
- Kristine Lester: Project management
- Howard Design Group: Agency of record howarddesign.com
- Zachary Kaufman: Professional photography zkaufman.com
Kudos
- 2016 Platinum MarCom Award – Ross University School of Veterinary Medicine 2016 View Book (Writing: Brochure)
- 2016 Gold MarCom Award – Ross University School of Veterinary Medicine 2016 View Book (Print Creativity: Brochure)
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INTRO & GOAL
The comprehensive repositioning and rebranding of Ross University School of Veterinary Medicine prompted a complete overhaul of all informational and promotional collateral, the flagship of which was the prospective student view book.
STRATEGY & PROCESS
Besides the website, the prospective student view book was the most comprehensive item to overhaul. Widely utilized at in-person events at colleges and universities nationwide, the view book was the prototype opportunity to showcase Ross Vet’s brand narrative, unique selling proposition, and supporting proof points effectively to position it as a veterinary school of choice.
SOLUTION & OUTCOME
The reimagined view book authentically echoed the brand essence of Ross University School of Veterinary Medicine and was appropriately eye-catching on a display table at crowded events. The finished view book features a distinctive custom-printed outer cover consisting of gray textured heavyweight stock imprinted with the Ross University School of Veterinary Medicine logo in opaque white and the rebranded tagline “Passion With Compassion” on a bright red tab. In concert with all other online and offline tactics in Ross Vet’s marketing plan, this tactic contributed to consistent, year-over-year growth in prospective student inquiries and a concurrent increase in perception and reputation metrics.