Using brand to stand out
As an Ivy League institution, the University of Pennsylvania’s Graduate School of Education (GSE) wanted to stand out from the pack. They came to Paskill for help designing a new viewbook that would highlight their brand identity while attracting the best and brightest.
Stories and scenes that engage
The first step: throw out the old way of doing things. Paskill tabled the standard tell-all offerings found in most viewbooks and instead highlighted what made Penn GSE truly unique.
This meant more thoughtful examples of inspiring scenes from Philadelphia, hands-on learning, and Penn students’ global impact. We brought a clean design approach to the viewbook that spotlighted strong statements, a subdued university color palette, and a balance of traditional and modern fonts.
A viewbook worthy of an iconic city
The most striking part of the viewbook may be how it was designed to reflect Philadelphia, the city Penn students call home.
The bold cover, which encompassed the front and back of the viewbook, featured art used with permission from the Philly Mural Arts Project. The silhouette had a textured surface, so prospects got both a visual and tactile sensation when flipping through the viewbook.
It wasn’t just prospects and GSE staff who loved the viewbook. Penn GSE’s redesigned viewbook was recognized with an Educational Advertising Award.
We wanted a viewbook that captures what Penn GSE represents, the programs we offer, the research we do in Philadelphia and the influence we have on education from preK all the way through to Ph.D.s. The cover really represents our school’s community-focused initiatives, passion for social justice and commitment to the future of education in Philadelphia. We really checked all our boxes with that mural.
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