Hasting College — Prospective Student Materials
Content / Brand
Role
Lead Designer & Strategist
PRACTICE
- Content Strategy
- Publication Design
The Situation
Hastings is a private, four-year liberal arts institution dedicated to helping its students find and pursue their passion. I was tasked with creating a campaign with a fresh perspective, utilizing Hastings’ existing identity and content — including existing photography, copy, and visual elements. The challenge was reconfiguring those existing elements to emphasize what Hastings has to offer.
The Solution
The focus became the student and how Hastings helps students find where they belong. I started by deconstructing the current materials and separating the content into useful sections. This allowed us to distill the essence of the Hasting experience while allowing each piece we created to have a dedicated theme and focus area.
Within the actual design, I standardized the format so that the student will have a stack of information. It makes the campaign feel consistent and makes it known that each piece is related. I also added white space and reduced the number of photos to focus on individual students at Hastings. Which helps the prospective students to put themselves into the narrative we created.
In total 11 coordinating pieces were created:
- 6 Coordinating Mailers
- 3 Postcards
- 1 Full Viewbook
- 1 Condensed Viewbook (for College Fairs)
- 1 Fact Sheet (for College Fairs)
Results
After the successful redesign of their prospective student materials, Hastings welcomed their largest ever incoming freshmen class.