Awards: Silver, Addy Awards; Gold, MarCom Awards; Platinum, Hermes; GDUSA Annual
Art direction and design for a full-scale, direct campaign. This was aimed at a very targeted audience of potential grad school applicants, which allowed us to create an impactful series of mailed pieces.
We chose a theme of adventure and discovery, expressed through an outdoorsy field guide aesthetic. Messaging was direct and inspired action. The main component was a custom gift box, which included a 16-page Grad School Field Guide, as well as four custom stickers and an embossed Moleskine notebook. The project broke records for our marketing team with an ROI over 1000%.
Creative Director: Kris Knight
Art Direction, Design, Illustration: Tim Durning
Copy Writer: George O’Connor
Photography: Adam Glanzeman, Ruby Wallau
Completed while employed at Northeastern University.
Teaser postcard with sticker insert
Field Guide Packaging
Grad School Field Guide, front and back cover
Grad School Field Guide, interior spread
Grad School Field Guide, interior spread
Grad School Field Guide, interior spread
Gift box contents, messaging card and custom stickers
Reminder postcard