Brochure: University Honors Program [The George Washington University]
by Hope Katz Gibbs
Senior Publications Coordinator
Office of Enrollment Management
The George Washington University
Art director: Mary Argodale
Fall 1993
Challenge: Inspire more incoming freshmen and sophomores to apply for GWU’s Honors Program.
Solution: Our team decided to get the student’s attention with an oversized blue / yellow brochure (school colors) with red accents. We came up with a slightly challenging headline: “Think you’re smart?” Inside it read, “So do we.”
In smaller print we painted a picture about what it is like to be an Honors student at the collegiate level. Then used large and smaller type to accent key points [a precursor to today’s bubble clouds]: imagination, excitement, creativity, unconventional, choices, powerful, uncommon.
Outcome: Calls to the guidance department about the rigor of the Honors Program rose dramatically in the weeks following the mailing of the brochure.
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