From the Nominator

Our objective was to meet School of the Art Institute of Chicago’s first year undergraduate recruitment targets for fall 2025 and position the school as a "first choice" art and design school among high school graduates and parents. The brief asked for mailbox "WOW" and that’s what was delivered in this multi-dimensional, highly tactile prospective student recruitment pack. From the luminescent outer envelope to the multi-use containment device and the six exquisitely designed brochures and oversized poster housed within it, these recruitment materials delivered practical efficiencies and scream "open me." Starting with the end in mind, the project team reinvented the recruitment experience, pulling apart existing content, going back to SAIC’s interdisciplinary curriculum (Follow Your Own Path) and drawing key behavioral insights about their Gen Z audience through student focus groups. Key features of the packs include six books broken out by topic (Explore, Show, Transfer, Futures, Plan, and Journey), covers featuring quick reference guides and curved lines (representing pathways prospective students can take at SAIC), photography directed by SAIC and shot by an SAIC graduate (depicting the stimulating student lifestyle at SAIC), student and faculty quotes, curriculum put into graphs and infographics for clarity and impact, a multi-use containment device in the form of a zipper pouch to hold the materials together (but also to have a second life as an art tool case for students), and an oversized inspiration poster for classrooms and bedroom walls. Overseas sourcing meant we could deliver our project within budget, with the number of new admissions tracking above desired targets.

From the Judges

The bar for marketing materials for art schools is high—and these materials by SAIC definitely delivered. The concept and delivery gives that "wow" factor they were hoping for and really showcase the capabilities and opportunities they have as a school. Overall, really well done—creative, unique, and well thought out.