The UCI Viewbook is the general admissions publication applicable to all prospective student audiences. It is the primary material handed out at college fairs and is often the first entry point for students to learn about UCI.
The previous Viewbook design failed to persuasively engage students or highlight the university in a visually appealing way. The publication included too much text, photos that were too dark, and dated-looking collages. And the cover photo was a generically diverse group of students.
Overall, the design was not conveying the UCI brand or emphasizing the student experience.
I conceived a redesign strategy emphasizing UCI’s youthful, quirky personality while reinforcing prestige. I introduced a brighter color palette, adopted a casual yet assured tone, and included imagery of the Anteater, UCI’s mascot.
I placed the student experience at the center of the brand story and worked with an outside photographer to capture new images focused on the students instead of the physical campus. I created new page layouts to include larger photos and less text, rewrote and condensed each section, and designed a simple, eye-catching new cover that would stand out at college fairs and pop on a UCI blue table cloth.
Design Solution v1
For the next iteration of the Viewbook design, my focus was on making UCI a top destination for students—a place they would want to call home for the next years. I wanted to emphasize the beauty and opportunity both on campus and in the city of Irvine.
I worked with an outside designer to create a new horizontal page layout and utilized imagery that would both provide a sense of place and illuminate the student experience. I also further condensed the copy, as there were still full pages of text dedicated to admission requirements in the previous design. I rewrote those pages to a few sentences with a URL where interested students could learn more online.
Design Solution v2
UCI became the #1 most-applied-to UC for CA resident applicants for fall 2019 and saw an average 40% enrollment increase among key recruitment areas for fall 2018, including targeted southern California counties (Riverside, San Bernardino, San Diego, and Ventura) and targeted northern California counties (Contra Costa, Sacramento, San Francisco, and Santa Clara).
Out-of-state applications increased by 10% for fall 2019 (the largest increase in the UC system) despite an average -2% decrease among all UC campuses, and international applications increased by 4% for fall 2019 despite an average -3% decrease systemwide.