One of the greatest challenges to every in-house designer is the task of recreating the brand they work with every day. There is a delicate balance between keeping the visual identity consistent and providing the customer with a delightful surprise.

Every year Grace College puts out a new viewbook, the flagship for their enrollment cycle (or what business people would call a "sales season"). This booklet provides the prospect with the information they need to know about the college to determine if they are interested enough to apply. It also provides the first look into who this college is.

It is important.

Here is what my role was with this piece:

1. Pitch the concept

2. Quote, budget, plan, timeline

3. Communicate with multiple departments about changes

4. Collect the proper approvals

5. Work with our copywriter to refine and develop the content

6. Select photography

7. Edit photography

8. Oh yeah, and design thing.

Needless to say, I was married to this project for a while. I'm very happy with how it turned out, and Grace College is on track to have its largest freshman class to date.

Created in collaboration with Grace College.