We developed a comprehensive marketing strategy with a messaging theme and sequential rollout of print pieces, starting with this accordion "search" booklet used for recruitment, followed by admissions package and enrollment package. Each piece has #BeATerp, #NowATerp, and #AlwaysATerp displayed as key messages on various platforms (print, web, email, social media, and text messages). The cover of this piece highlights five strong characteristics of UMD students. We did inventive type treatments and added tactile embossing finish to attract readers' attention and invite them into the piece. The piece has featured fun illustrations, eye-catching infographic, and vibrant and bold photography and also used gold, black, and red signature school colors throughout.
Creative Direction, Art Direction, Design, Illustration
Photos by John Consoli