Principia College Viewbook

Great college educational opportunities are all about personal touch. The appeal of smaller schools is that they afford students those unique “touchpoints” throughout a student’s college time that make for lasting memories and life-changing experiences. Those concepts are at the center of this viewbook.

Conceptually, the book is built around 10 central differentiators that best describe the unique aspects of the Principia College experience. The concepts are each expressed in different ways at the college and the book brings that to life for prospective students.

The design itself is immersive with bold typography and large, compelling photgraphy and leverages the idea of “personal touch” through a layered, “hand-wrought” approach.

Shown here in cover and sample inside spreads.

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Principia College Athletic Hall of Fame Interior Design Concepts

Designed to convey a sense of history while serving as an inspirational “call to arms” for current Principia College athletes, this installation was a bold and textured tribute to the “gold and blue” of Principia. lauded poet painter of the Midwest Frederick Oakes Sylvester gave the colors of gold and blue to the college to stand for “purity” and “courage.” It is in the spirit of these qualities that I created these designs.

Full-bleed custom wallpaper featuring Principia athletes from the past treated in the school’s colors serves as the anchor for the installation. Stainless steel doors were added throughout the space with custom door pulls styled to reflect a new athletic mark I designed for the college. three-dimensional panels, display cases and glass walls completed the design.

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Selected Posters

I think that great poster design is so often ignored in the marketing mix. It is a tangible link to our past as designers and I relish the opportunity to work on posters whenever I can.

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Michelob Amberbock Site Concepts

Michelob Amberbock, the craft side of a brand with a storied history. These site designs give a new and decidedly hip face to the beer, one not based on darts and your father’s oak bar. Ranging from textural and nuanced to progressively traditional to clean and contemporary, these concepts speak to different aspects of both the brand and the target audience. All convey a new sense of personality without losing the flavor of tradition and quailty that has become the hallmark of Michelob Amberbock.

Again, I led the visual aspects of this project and was a key contributor on the conceptual aspects of the redesign. sadly, changing priorities at Anheuser Busch left the project unfinished.

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Principia College Athletics “Think Bigger” Book

This book, created for Principia College, was a clear statement of something that Principia athletes have known for years: The mark of the Principia sports program is in the personal growth and changed lives of the young men and women on the field. A sports program for a small liberal arts school like Principia College can’t compete with Division 1 sports machines on sheer field experience. It can, however, compete when personal growth is the bar for measurement. That’s the goal of this piece — to  convey that message.

Used as a recruitment piece for the college, this book carried that “growth” message forward in a very robust way through clear typography, bold use of color, immersive photography and evocative messaging.

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“It’s A Totally DIfferent Experience” Brand + Campaign Materials + Video

Faced with a target enrollment pool that were either attending the “feeder” Principia private boarding high school or being pushed by their alumni parents to attend, Principia College had an image problem. The college needed a way to differentiate itself from its’ high school “sister” while conveying to an international student audience that this was definitely not their parents’ Principia College.

To combat this, I led the “itsatotallydifferentexperience.com” campaign. The fully branded campaign featured a compelling site with real stories from real students wrapped in a progressive design that differentiated itself from the more stately main Principia College brand. I also created video motion graphics pieces set to music recorded by college students themselves to help convey the “PC” experience. Live events at unique locations also carried the brand and the campaign directly to select groups of prospecive students with video pieces and live Q / A sessions with current Principia College students. other promotion materials such as posters and a “Summer Survival Kit” helped prospects take the brand home.

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Michelob Site

Moving away from the overused beer advertising paradigms of beautiful people in beautiful bars, this elegant redesign of Michelob.com put food pairings at its center. Celebrity food network chefs Ming Tsai and Todd English added an air of authenticity to the mix while creating special featured Michelob recipes for use on the site. The redesign also featured a fully interactive “Recipe Finder” that allowed users to search for executive chef-created food recipes by beer, course or ingredient. I led the Design / User Interface aspect of this rework and was a key contributor on concept here as well. Overall, a huge update to the digital brand for this iconic beer.

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David McCullough at Principia College Event Package

David McCullough: best-selling author of historical hits including “1776”. “John Adams” and “Truman.” Recipient of numerous honors and awards including 2 Pulitzer Prizes, The National Book Foundation Distinguished Contribution to American Letters Award, the National Humanities Medal, and the Presidential Medal of Freedom. ONE heck of a nice guy.

I led a branding effort for this celebrated author’s events at Principia College. The campaign bridged the gap between the subject matter of our nation’s early history and a contemporary college audience through bold, unexpected imagery and a wink. I took the campaign to NPR advertising, a full banner inititative throughout campus, a postering campaign on and off campus and into the digital space as well.

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Principia College Speakers Series Brand Package

With a roster of luminaries like Margaret Thatcher, Jimmy Carter, Barack Obama, Jane Goodall, George H.W. Bush, Corretta Scott King and Erin Brockovich among others, the Principia College speakers series is a truly unique opportunity. Consequently, it needed a brand that reflected that uniqueness as well as communicated the nature of the confluence of ideas that the series represents.

The resulting brand uses a spectrum of colors and concentric rings to communicate that confluence and black and white photography and clean, simple typography to underscore an unadorned sense of equality. The campaign lived online, in posters, banners and in NPR ads.

I was the Designer and Creative Director for the campaign.

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