Create a brochure for the SCAD jewelry program, already the largest academic jewelry program in the world, to be distributed out at the many fine arts and craft exhibitions in which SCAD participates. The purpose is to increase awareness of the program, as well as SCAD, among industry insiders and key jewelry consumers, reach potential employers by highlighting student work and awards, and generate interest by potential graduate and undergraduate students.
Initial designs took on a fashion magazine look, using photography featuring models wearing student-created jewelry. Precious metals were matched so the gold and gems, for example, had a consistent color temperature. Several iterations were developed before the design focused on the individual jewelry pieces, rather than pieces worn by models, when it became apparent the multitude of textures, colors and materials used by students were too vast to ignore.
As dozens of pieces were whittled down to the seven featured in the brochure, designers ensured a full variety of styles and colors were represented. This approach was also needed to make room for the copy highlighting SCAD faculty, world-class tools and technology, industry partnerships and student awards. Had the design remained with full-panel model photography, copyfitting would have been forced. In the final design, a model wearing a unique necklace was featured on the cover to retain the inviting, magazine-style cover. Inside, some of the pieces were used as headers and anchors for the editorial content, including a delicate brooch used as the hero shot of the first inside panel and an intricate gold necklace playfully framing another inside panel.
Section header and awards are in gold, the most prominent color in jewelry. A clean sans serif font was chosen to complement the clean design. The blue-tinted deep gray background color adds sophistication, and the pearlescent coating of the cover stock adds a slight shimmer, reminiscent of a sparkling gemstone.
The 10-by-5-inch, z-fold brochure was well-received by the internal partner, who described it as stylish and understated, with strong color balance and an excellent use of photography. The iridescent coating gives the bright white cover stock added allure, representing the high level of quality SCAD strives for in all endeavors. Feedback from recipients has been positive.