Nationwide Higher Education Collaborative Lookbook Content and Design
Building off of our brand and website development work for the Network of ELCA Colleges and Universities, the Neuger team designed and developed content for the organization’s first-ever lookbook highlighting the collaborative’s collective impact and providing information on the individual colleges.
After a brand refresh and new website executed by the Neuger team, the Network of ELCA Colleges and Universities sought additional marketing materials that aligned with their modernized brand, design style and messaging.
The Communications Challenge
Content strategy and clear design are crucial when marketing a group that represents multiple entities. The new piece needed to fairly represent each of the collaborative’s college’s unique offerings while still reflecting the value of the whole organization. It was also necessary to speak to a variety of different audiences – prospective students; parents and decision-makers; high school guidance counselors; and more.
True to our belief in integrated communications, our team got to work, designing the organization’s first-ever printed lookbook, a piece that profiles each participating institution, drawing on their strengths and successfully presenting each as authentic while tying in the Imagine Colleges brand. Truly collaborative, schools provided photography, while our team executed a modern design and mission-aligned content that included calls to action and inspirational messaging.
Once the lookbook was finalized, the Neuger team used key feeder high school data provided by participating colleges, as well as information for independent college counselors, to coordinate a mailing of lookbooks to these target recipients. The lookbook’s creative elements are used in other marketing initiatives, such as SEM and Spotify ads, to ensure consistent branding across channels.