Beyond the Degree—Who We Are, What We Do.

The Cooper Union for the Advancement of Science and Art, a small private college based in Manhattan, was founded on the belief that education should be accessible to all. The college was known for offering full-tuition scholarships to every student and having a very selective admissions process. However in 2014, The Cooper Union faced financial difficulties and could no longer offer “free rides” to every student. With a tuition increase looming, the admissions office was looking to create a fresh and fun campaign to attract new applicants.

Carried throughout this three-piece campaign was a unifying theme "Who We Are, What We Do"—it was intended to find and follow unique prospective students as they progress through three different target age groups. Additionally, on-brand color coding was utilized to represent each of the three schools—the Irwin S. Chanin School of Architecture, the School of Art, and the Albert Nerken School of Engineering.

The first piece, a simplistic square tri-fold handout, was developed for students between grades 7–9 and counselors as an introduction to The Cooper Union. The second piece, a creative pop-up brochure, was aimed at highschool juniors and seniors and had a highly-interactive folded poster integrated as a visual representation of the three schools. Finally, the third piece, a viewbook with mini-booklets, was for serious applicants and included more in-depth information about the college and the individual schools.