2023-2024 Viewbook
The viewbook introduces prospective students to Seattle University with the goal of building awareness of the university and encouraging them to apply for admission. It conveys the dynamic, progressive SU brand and student experience through vibrant images, thoughtful design elements, noteworthy profiles (students, faculty, programs) and bold typography.
Overview
The Undergraduate Viewbook is a key recruitment tool designed to introduce prospective students to Seattle University. This 40-page publication builds awareness, showcases academic excellence, and encourages applications through bold design, compelling storytelling, and vibrant imagery.
Challenge
Part of what made this project distinctive behind the scenes was the team who worked on it. Four of the eight staff in undergraduate admissions who worked on the viewbook left the university before it was published and two joined the project part way through the design. As lead designer, I was the only designer on this project. With such a lean team and multiple staff transitions during production, the project required agility and collaboration to maintain high-quality content and design. Additionally, the Viewbook needed to create a strong first impression, balancing an engaging visual narrative with informative content.
Approach
The Viewbook’s design embodied the Seattle U brand through bold typography, dynamic photography, and compelling student and faculty profiles. The die-cut cover features the university’s hawk mascot, revealing a striking image of Seattle’s Space Needle beneath—a symbolic connection between the university and its city.
Created entirely in-house over six months, the project involved deep collaboration between Undergraduate Admissions, Marketing Communications, and university photographers. Strategic content development was informed by student feedback and Common Application data to align with prospective student interests.
Results
The Viewbook was a key driver in Seattle University’s record-breaking recruitment cycle, contributing to a 13.1% increase in overall freshman applications and a 25.6% increase in applications from Washington state. As the first print piece received in both mass and drip mailings, it successfully elevated perceptions of Seattle U and reinforced its appeal to high-achieving students.
Award
This piece won the 2024 CASE District VIII award for viewbook design.
Overview
The Undergraduate Viewbook is a key recruitment tool designed to introduce prospective students to Seattle University. This 40-page publication builds awareness, showcases academic excellence, and encourages applications through bold design, compelling storytelling, and vibrant imagery.
Challenge
Part of what made this project distinctive behind the scenes was the team who worked on it. Four of the eight staff in undergraduate admissions who worked on the viewbook left the university before it was published and two joined the project part way through the design. As lead designer, I was the only designer on this project. With such a lean team and multiple staff transitions during production, the project required agility and collaboration to maintain high-quality content and design. Additionally, the Viewbook needed to create a strong first impression, balancing an engaging visual narrative with informative content.
Approach
The Viewbook’s design embodied the Seattle U brand through bold typography, dynamic photography, and compelling student and faculty profiles. The die-cut cover features the university’s hawk mascot, revealing a striking image of Seattle’s Space Needle beneath—a symbolic connection between the university and its city.
Created entirely in-house over six months, the project involved deep collaboration between Undergraduate Admissions, Marketing Communications, and university photographers. Strategic content development was informed by student feedback and Common Application data to align with prospective student interests.
Results
The Viewbook was a key driver in Seattle University’s record-breaking recruitment cycle, contributing to a 13.1% increase in overall freshman applications and a 25.6% increase in applications from Washington state. As the first print piece received in both mass and drip mailings, it successfully elevated perceptions of Seattle U and reinforced its appeal to high-achieving students.
Award
This piece won the 2024 CASE District VIII award for viewbook design.
Book Designs
I recently completed my 10th book layout and cover design for David Ellingson. Collaborating to bring his stories to live and make his vision shine through each design has been an exciting creative endeavor.
Ellingson's books include a serries of non-fiction kayak adventures as well as a devotional, a study on figure of speech, a memoir, and an illustrated illustrated children's book.
For Paddle Pilgrim, author David Ellingson requested a cover design using a personal photo and a highlight of his kayak paddle.
Book Cover
Athletics Logo
This shield logo was designed for the soccer program. The shield incorporated the eagle from the athletics logo and corporate typefaces.
Parent Brochure
This communication to parents of students who had been admitted to the university but had yet to commit to attending, was reimagined during the pandemic. Pulling on variable data for a custom piece, the cover featured the student's name with the first part of the headline "You want the best for (name)" and the interior panel continuing the headline "and we do too." The interior letter was address directly to the parents.
