Background Saint Joseph College sought to reemphasize its commitment to academic rigor, tout the attributes of a single-sex college experience and attract a pool of qualified young women representing a wider geographical area.

Project brief The college looked for a collaborative relationship with a creative agency that would substantiate its design approach with qualitative research data. The dual themes of academic rigor and friendship grew out of student focus groups and formed the basis for a “double-ended” book bridged by student profiles. A companion road piece echoed the concept and distilled the recruitment messages for quick presentation at college fairs.