A key degree in the Michigan Ross portfolio of offerings is the BBA program—currently ranked #4 in the nation. The admissions viewbook shown here is part of a larger system of materials that span different audiences, marketing channels, and touchpoints that range from prospective students to alum.
We created the viewbook as an oversized piece. The team and I wanted to push the viewers' sense of immersion, and to support that, large photos and a central double gatefold bring the viewer closer to the U-M experience.
We built a lot of variety into the page layout with scale changes, different visuals, and different tactics to get the reader interested. Tactics were pulled from web best practices, like using Top 10 lists, adding relevant social cues, and including personal advice from the graduating students. We intentionally used the masonry-style design for pages filled with real-life experiences in the form of snippets and photography. This evolved out of a need to expand on and bring to life the M.E.R.G.E. curriculum, another aspect of the design system.