From the Nominator

Undergraduate enrollment continues to trend downward nationwide. Competition to recruit quality students is fierce. Luckily, at Virginia Commonwealth University (VCU), we have a compelling story to tell, and we know we must tell it authentically in a way that captivates the hearts and minds of an elusive and ever-changing audience. Students are not interested in the status quo or in being restricted by traditional thinking. They want to align their talents with their passions to make an impact where it matters most. These ideas inspired us as we developed the 2023 VCU Undergraduate Viewbook. We wanted to showcase that VCU is full of unique opportunities and that together we can be unstoppable. The primary goal of the viewbook is to attract highly motivated and well-qualified students who are good fits for VCU. Through bold imagery and interactive content reveals (scratch- and tear-offs), we told the story of a university challenging all preconceived notions of higher ed. By strategically aligning the viewbook with our UNCOMMON brand platform, we shared in a bold, uncompromising voice how we're different and why that leads to unmatched student success. We wanted to cultivate an appreciation for the distinctiveness of VCU in such a powerful way that our audience would feel like there is no place they'd rather be.

From the Judges

We felt this was a well-designed piece, thoughtful of the prospective student audience. It had fun and clever ideas spread throughout the piece to grab attention and interest, such as the memorable use of scratch-offs. The visually appealing photography, use of picture-in-picture designs, and chunky, bold details resulted in a well-done maximalist design. Everything belongs on the page, which is difficult to achieve with so many elements, but this design provides strong cohesion and represents the culture and community of the institution--a vital element of the student experience. We were a bit confused by the use of "un" and its relevance, but overall enjoyed the thematic approach and unique design elements.