Shepherd College (now Shepherd University) needed a fresh, thoughtful approach to its recruitment endeavors that would engage prospective students. The branding strategy? An attention-grabbing theme and a newspaper format viewbook designed to compel a target audience to act. The result was an unconventional viewbook, which addressed “How to Choose the Right College. Even if it Isn’t Us.” The viewbook was an award winner with the Type Director’s Club. More importantly, it created a sizeable ripple of interest in the institution.

Shepherd College (now Shepherd University) needed a fresh, thoughtful approach to its student recruitment endeavors that would engage prospective students. The branding strategy? An attention-grabbing theme and student recruitment materials designed to compel a target audience to act, including this poster, which addressed “How to Choose the Right College. Even if it Isn’t Us.”