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PRINT PUBLICATIONS
PROJECT TYPE
Marketing, Branding
YEAR
2022 - Current
Background
At La Trobe University, there is a need to produce many printed publications throughout the marketing calendar year. This includes course guides, strategies, donor books and various subject guides. Traditionally these have been treated like corporate assets and visually executed as such, with no regard for the audience and their media consuming habits.
Approach
I overhauled the publication process with an audience-first approach - what do these people actually want and how can our content give it to them. Then what can the medium of print provide to this audience, above and beyond a digital experience. We turned our design approach on it's head (literally, see cover example), rewrote copy to get to the 'want' first, hired illustrators, hired photographers and laboured over paper stocks.
Impact
La Trobe publications have never been so popular. The last edition had a print run of 40,000 copies, which ran out and had to have another 40,000 printed.
