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I had the opportunity to reconceptualize & redesign the admissions brochure for The Bear Creek School (located in the Seattle area). The viewbook is one of the most important printed pieces, as it is given to prospective families, leading to more possible revenue.
Before the brainstorm and the mockups, I led a focus group with students. My goal was to understand their reasons for attending the school and to determine an aesthetic that appealed to them. Many brochures at the time were catered specifcally to parents and I wanted to create a brochure that spoke to all audiences, specfically high school students.
Around this time, the school was investing more in digital than print, so I wanted this piece to be less of a reflection of the website and more of an extension of it.
With my background in psychology, I knew emotions play a large role in decision-making. I decided to focus on the feelings families and students might want to feel when being a part of a school. Many students mentioned how they they "felt a sense of belonging and felt seen/mentored by their teachers."
This paved way to the overarching theme of the brochure. I decided to choose a student and a parent talk about their experience and pair it with a strong image of them in the community.
As the lead designer on the project, I directed photoshoots and determined the content and visuals. I wrote many of the personal stories, and photographed headshots of everyone I interviewed.
Even though I designed most of the viewbook, it was a team effort. The senior designer made sure it was pixel perfect, print-ready, and tweaked the icons for cohesion. The other team members wrote, edited, contributed ideas, and determined effective pagination.
