Sweet Briar College / View Book

Client: Sweet Briar College

Audience: Sophomore to Senior High School females and their parents

Project Description: Beginning with the view book, a new look and feel was implemented for Sweet Briar College. Updating their look and feel from "Flourish" to "Uniquely Sweet Briar" was a result of months of research, focus groups, brainstorming, concepting and designing. The design of the view book was for the new look and feel to be a transition from "Flourish" to "Uniquely Sweet Briar" by referencing some of the older design elements. Academics, beautiful photography, overlaying type, and well written copy helped drive the new design but the grid and some flourish graphics were used from the old look to help with the transition. The view book moved away from the camp feel and addressed the viewer as a unique individual who wouldn't get an experience like Sweet Briar anywhere else. The view book has had a great response, being released in October 2014, early applications went up by 400% compared to the previous year.

The envelope was developed along side the view book as its companion piece. The bright pink color of the envelope draws the viewers attention to the envelope/package, the school seal invites you to "Earn the Rose" (A Sweet Briar tradition), and the inside patterns helps make the whole experience feel more unique and personal.