The Client Goal
Peddie School, a preparatory high school in New Jersey, came to us with the goal of creating some admissions-related print collateral showcasing unique stats about their school. It would be used at an upcoming trade show, and beyond. Peddie wanted to translate that content in a way that would entice both 8th-graders (potential students) and their parents into checking out their booth and asking questions. Ideally, they wanted something that spoke to technology and gadgets since those are a major part of life for teens. It was important to Peddie School that this design didn’t end up as trash on the trade show floor after the event — it needed to be engaging enough that folks would want to hold onto it and re-read.
In order for this pamphlet to succeed, we knew a simple modular layout wouldn’t work for their technology- and social-media-driven audiences. Instead, we proposed a multifold horizontal pamphlet employing a Rube-Goldberg-inspired machine propelling from one detail of the school to the next. This theme was chosen given the age group of the potential students and the need for a unique approach. We felt an all-tech perspective could risk alienating the audience with too much complexity, so we kept the machine mechanical while incorporating modern elements like smartphones and rockets. We also chose an illustration style that would avoid being either too cute or too dry for the teens. Each component of the machine relates directly to each data point through the illustrations and data visualization. The colors and fonts are pulled from Peddie School guidelines in order to improve brand recall. Since the trade show, the pamphlet found a home in the school’s admission office, where its popularity means it’s flying off the shelves and frequently needs to be restocked.
- B2C Content Marketing
- Visual Marketing in Education