Rowan University: 2023 Vol. 1

[ about ]

Rowan University sought to solidify its thought leadership position with respect to the future of health sciences and the capacity for higher education to be a significant regional economic driver over the next decade and beyond. The goal was to assert Rowan’s readiness to lead with respect to the legislated joint College of Health Sciences in partnership with Rutgers-Camden, as specified in the New Jersey Medical and Health Science Education Act of 2012. A short-run publication would be crafted and distributed exclusively to key stakeholders across local and state government, regional healthcare leaders, as well as area industry.

APPROACH & OUTCOME

A strategic publication was crafted on behalf of Rowan University’s Office of the President to reaffirm and continue the conversation around a transformative vision for the future of education, industry, and economy in the region. This piece, titled “2023 Vol. 1: Increasing Access,” was the seventh special publication crafted on behalf of Dr. Ali A. Houshmand, President of Rowan University.

Inside, foundational concepts from previous related publications were reiterated and expanded upon Dr. Houshmand’s transformative vision and larger-than-life ambitions for all who lived and worked in the region. The narrative woven through the pages revealed a rich story full of potential, possibilities, and tangible opportunities—all just waiting to be set in motion. Throughout the piece, his vision was supported with pertinent socioeconomic trends, educational attainment, and projected labor market data and clearly illustrated through detailed renderings, charts, and myriad infographics. The collection of custom infographics throughout 2023 Vol. 1: Increasing Access presented an interconnected array of data, trends, and informed projections. Paired with a strong written narrative that addressed the current and anticipated needs of the regional population, the piece sought to inform and educate the reader regarding the future health and wealth of Southern New Jersey.

Two covers and binding styles were selected, to maximize impact while being fiscally judicious regarding project expenditures. The flagship version’s exterior comprised a custom-imprinted, semi-transparent, full-color, full-bleed Pina Zangara stained wood cover backed by sleek brushed aluminum interior panels. The imprinted art incorporated a Rowan brand-compliant color palette, typefaces, and the University’s logo on front and back. Bound with Pina Zangara’s signature aluminum screw post binding system, the finished piece was unlike any other—impressive to behold and even more impressive to actually hold in hand. For a strategic publication that sought to break the mold of how higher education institutions serve the communities they call home through their capacity to be catalysts for change, this flagship piece effectively broke the mold for what a publication’s first impression should look like and could feel like.

The secondary version, intended to flexibly support additional distribution on-demand, was published as a PDF for emailing/download as well as to be printed locally using a traditional saddle-stitch binding. It presented the same visionary content in a cost-effective package.

Both versions were distributed to stakeholders as a pre-read and leave-behind for select meetings and ongoing conversations.

Truly, “2023 Vol. 1: Increasing Access” was a head-turning piece that commanded attention. Explicitly crafted to inform and inspire with the intent to further ignite Rowan University’s forward momentum, it made a top-shelf first impression and was a prototype meeting leave-behind.

MY ROLE

Copywriting, Data Visualization & 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 | Presentation Design | Print Production | Storytelling | Typography
• Tools: Adobe Illustrator | Adobe InDesign | Adobe Photoshop | Microsoft Excel | Microsoft PowerPoint | Microsoft Word