Rowan University Publication: Evolution

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Rowan University sought to expand upon previously posited opportunities for Rowan University to position itself as a leader ready and capable of meeting the region’s emerging need for more career-focused education and training—again, specifically calling out vital careers in the health sciences as the top priority. A short-run publication would be crafted and distributed exclusively to key stakeholders across local and state government as well as regional healthcare leaders.

APPROACH & OUTCOME

A strategic publication was crafted on behalf of Rowan University’s Office of the President to spotlight key concepts and illuminate areas of opportunity for the university. The piece’s narrative was punctuated by relevant regional socioeconomic, education, and labor data represented through a variety of renderings, charts, and infographics. This piece, titled “Evolution: A Vision for Rowan University,” was the second special publication crafted on behalf of Dr. Ali A. Houshmand, President of Rowan University.

The horizontal 118-page piece made a sophisticated first impression thanks to the use of black soft-touch heavy stock for the outer cover, decorated with a minimalist 1-color Pantone metallic imprint at the bottom right. The imprint featured the word “evolution” with the second “o” represented by a solid circle with Rowan’s torch brand icon knocked out. The piece featured a unique binding: a wrap-around cover with custom punch holes for the copper-toned spiral binding, visible only on the back cover. This allowed for the booklet to lay flat when open and concealed unsightly coil binding when closed and laying flat on, say, a conference table. The custom binding elevated an impressively tactile soft-touch black cover, made a top-shelf first impression and was a memorable meeting leave-behind. On the inside, silk coated interior pages were bookended by two translucent vellum sheets. The inclusion of these two sheets helped make for a more graduated transition in contrasting textures between the cover and interior pages while protecting interior pages from motion scuffing over time. Copies of “Evolution: A Vision for Rowan University” were tucked inside matte black bubble cushioned envelopes and mailed to their intended recipients across the state.

Crafted to continue the conversation around the proposed next chapter for Rowan University, “Evolution: A Vision for Rowan University” made a top-shelf first impression and was a prototype conversation-starter.

MY ROLE

Copywriting, Data Visualization Design & Graphic Design

KNOWLEDGE, SKILLS & TOOLS

• Strategy: Brand Stewardship | Brand Storytelling | Competitive Analysis | Conceptual Thinking | Cross-Functional Collaboration | Customer-Centric Mindset | Higher Education Marketing | Market Research | Strategic Communications | Visual Information Design
• Creative & Production: Color Theory | Copywriting | Creative Development | Data Visualization | Graphic Design | Iconography | Infographic Design | Layout & Composition | Photo Editing | Print Production | Storytelling | Typography
• Tools: Adobe Illustrator | Adobe InDesign | Adobe Photoshop | Microsoft Excel | Microsoft PowerPoint | Microsoft Word

KUDOS

• GOLD: 2011 MarCom Awards (entry category: Publications > Brochure > Informational)