Frank Fallano, Anthony Mafale, Mitch Perkins, Jeff Williams
Duke Undergraduate Admissions Project: DURHAM BOOKLET
Creative Brief: Create a Duke admissions piece that highlights the various positive attributes of Durham and encourages prospective students and their families to visit. The Duke-Durham connection will be an important part of the narrative and will include profiles of Duke alums who have elected to live and work in Durham.
Using the style of a destination travel magazine, Fallano Faulkner showcased the vibrant and engaging city that Durham has become in the last few years. With many of the attractions of a large city, Durham has maintained its small town charm.
The booklet is divided into eight sections: Introduction, Entertainment, Food, Shopping, Hotels, Business, Outdoors & Museums, and Visiting Information. Translucent divider pages printed with semi transparent ink (see image #7) introduce and separate each section. In addition, gloss and dull varnish is used throughout the book to heighten the tactile experience.
As the creative brief mentions, the Duke admissions team wanted to emphasize the strong connection that the city and the University have developed:
"The relationship between business leaders, local government, and the University is invaluable. Come and see what we have made in Durham—a thriving, vibrant, and fascinating community. A great place to live, work, start a business, raise a family, and spend your college years.”
Over 100,000 copies of the Durham booklet were mailed to high-school students who had expressed an interest in applying to Duke. Because the booklet received such a positive response, it was also included in the welcome package for admitted students and their families.