The last redesign of Amherst College's admission recruitment materials was in 2014. Also new in 2014? The first Apple Watch, Windows 8, and the iPhone 8. Our recruitment suite, while accurate, felt out-of-date and out-of-touch with the changing needs and expectations of the prospective student market. Through this project, we sought to better articulate our target audiences, to develop pieces that were responsive to the needs of those groups, and to create a suite that could more easily be evolved without needing an entire redesign. After a comprehensive research phase, we worked with our agency partner to create three new print pieces: a household guide (for Search audiences), a travel piece (for mail requests and deans on the road), and a zine (for continued engagement with campus visitors). An additional fourth piece of the suite is a new admission package for admitted students, which launches this year.
From the Judges
This piece demonstrates a great deal of care, time, and creative collaboration across teams, which is ideal for this type of work. The illustrations and other hand-drawn elements are very well executed. Additionally, the content is excellent, and the headlines do a great job of introducing the audience to Amherst.
