Evolving UBC recruitment.
The viewbook is a key touchpoint in the university decision-making process for prospective students. For five years, I managed the design and production of UBC’s Undergraduate Viewbook and accompanying recruitment materials. I guided the evolution of key messaging, balanced the brand expression of two highly distinctive campuses and provided oversight on the accuracy of promotional content and admissions information.
Role: Creative direction, agency management, production coordination
Creative agencies: Make Creative, Karo, Rain
University of British Columbia, 2013-17
While the form of the viewbook evolved each year, the narrative remained constant: using compelling imagery and messaging to reinforce UBC’s brand story, centering on the four pillars of location, reputation, experience, and outcomes. Photography showcasing the natural beauty of UBC’s campuses, and profiles of students, alumni, and faculty both played a large role in telling the UBC story.