The 2014 undergrad admissions piece – or “culture book,” as we dubbed it – was crafted around how high schoolers process information today. We wanted it magazine-like and approachable. That meant vivid photos (read: less “science student stares at beaker” stock art), large headlines and shortform copy, including Q&A’s and breakout boxes.
Critical information is strewn through a strong active voice that attempts to be conversational and clever without being too irreverent. We call it “smart-fun,” which we believe is the underlying personality of the university and its students.
Culture Book Spreads
THOUSANDS OF POSSIBILITIES, ONE YES AWAY.
Everyone is capable of amazing things. We see it in the faces of our students who first stepped foot on campus, confident yet unsure, who would learn about the world, travel it, and come back to change it. Their potential, just like yours, is limitless. The key is to cultivate it. It’s what makes a music lover become a composer and then the head of a world-class orchestra. It’s how dreams turn from scribbles in the margin of your notebook into the full-blown reality you once thought impossible.
It’s no coincidence we share the same name as Superman’s alter ego. We know inside you exists otherworldly possibilities. Red tape doesn’t exist here. But what you will find – and what will bring out your absolute best – is an air of positivity and encouragement coupled with the connections needed to make you a more dynamic and fully realized you.
YOU PROVIDE THE “YES.” TOGETHER, WE MAKE AN IMPACT.
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