The District’s work on the previous two editions of the Norwich University of the Arts undergraduate prospectus earned more freedom to push further in delivering a bold and confident book for the 2016 iteration.
From a design point of view we wanted to maintain the high quality paper stocks of previous iterations but with more variety to emphasise the differentiation of the sections of content. A layered approach utilizes materials sensitive to the content, such as a glossy coated stock for a photographic section and a grainy recycled paper for the highly tactile opening section.
The introduction of a new typeface to the brand guidelines added another layer of personality to the brand, while simple grids and the paring back of text content gave the key messages space to deliver maximum impact.
The understated cover creates an experience akin to unboxing the prospectus, presenting an intriguing initial visual that doesn’t give too much away, before opening up a burst of textures, colours and page sizes. Our art direction of a slate of photography set the tone for capturing the character of the campus and the real personalities of its students to give and honest and human voice to the university.
The prospectus has been distributed to schools and colleges and at national and international recruitment fairs aimed at prospective students commencing their studies in 2016. After the initial UCAS deadline in January 2016 NUA reported 7% growth in applications over the previous year.