Prospective Student Viewbook

One True View(book)

Loyola Maryland asked us for a fresh take on their prospective student viewbook—one of the first pieces of collateral a potential Greyhound encounters during their college search. The ask: a print piece that felt less like a brochure and more like a first conversation. Research suggested that students gauge how schools “feel” before looking at rankings or majors. So, we rethought the format from the ground up, prioritizing fit, feeling, and possibility. The viewbook sought to answer the question every prospect asks themselves: “Can I see myself here?” For good measure, we paired a resounding “yes you can” with enough data to move them confidently down the decision path.

Client

Industry

WHAT WE DID

Close-up of the Loyola University Maryland viewbook cover showing a die-cut shield opening that reveals a vibrant green university crest printed with pine needles and a cross emblem.
Front cover of a green Loyola Maryland booklet displaying an intricate botanical frame illustration around the center shield logo and university name.

See Yourself Here

The result was a highly visual, student-centered piece built around real voices, objects, and moments on campus. A campus-wide photo shoot allowed our team to capture authentic moments. Surveys and interviews provided student and faculty quotes sharing insider knowledge and emotional anchor points. A sleeve that framed the Loyola shield like a vinyl record was designed with the intent of this being something that forced interaction and stood out in a stack of view books and brochures.

Close-up shot of a smiling student wearing clear-framed glasses, gold jewelry, and stacked bracelets, laughing gently with her hand over her mouth during an outdoor conversation.
Open viewbook spread titled

A brand is not just a logo, fonts, and colors—it’s all the secondary and tertiary pieces that bring it to life. The viewbook was a great way to explore the full potential of the updated Loyola brand. It’s probably the most extensive collection of visual language the university will put into any single piece of collateral, so it’s always exciting to see the many directions it can go. Every spread is an opportunity to do something new. You can’t assume a linear path from page one to back cover—each spread has to fight for attention.

– Steve Semanchik, Senior Art Director

A student wearing a white backward baseball cap and sunglasses resting on his shirt collar, holding a drink and smiling while sitting on an outdoor chair across from a friend.
Flat-lay layout of
Close-up detail of debossed arch lines along the corner edge of a dark green Loyola University Maryland viewbook folder.
Back cover of the Loyola University Maryland viewbook showing ranking statistics on the left (

Special thanks to Ryan Clark for his assistance during the on-campus photoshoot as well as Brilliant Graphics for helping us dial in the perfect printing for this project.

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