The College for Creative Studies (CCS) is not well-known outside the Midwest market. The city of Detroit also suffers from negative publicity, and the market for independent art and design colleges is a heavily saturated one. To succeed, this project needed to convey the world-class education provided at CCS, as well as its well-respected reputation among creative professionals and creative industries. It also needed to convey the school’s intensity and focus on relentless creation. The team of designers, who were all alumni of the school, worked collectively to ensure that this communication vehicle addressed the challenges and conveyed the messages.

The team sought to create a booklet that spoke the college’s transformative education and effect on artists and designers. It did this in a literal as well as figurative way. A 12” x 64” poster was incorporated into the booklet which showcased over 100 works created by CCS students and alumni. This trope didn’t just speak to the school’s formula for success, it illustrated the message in a unique and entertaining way.

The design was well-received by the CCS community including administrators, faculty, students, prospective students, high-school teachers, alumni and the board. The initial print run was increased more than three-fold as the marketing department kept thinking of more and more people to whom they would send a printed copy of it. The booklet has also played a big part in helping CCS reach its highest enrollment figure in the school’s history.