Cleveland Institute of Art 2001 direct mail
Cleveland Institute of Art 2001 direct mail
Cleveland Institute of Art 2001 direct mail

Cleveland Institute of Art 2001 direct mail

Nesnadny + Schwartz, Cleveland, Ohio, 2001

Description

The direct mail piece is the cornerstone of the Cleveland Institute of Art’s recruiting efforts. The Institute wanted the package to challenge the audience of high school students and set a new standard for college recruiting materials. The result is a whimsical parody of a standardized test—something that all students can identify with. The piece has word problems set in large type and commonly used symbols to guide the reader. The request to “fill in the blanks” on the outside sleeve encourages students to personalize their own copies. The piece has been extremely popular at college fairs.

Juror Notes

“It’s almost childlike.”

“It’s really clever. I feel like they slotted the content in. It’s pretty smart without being in your face.”

Collections: AIGA 365: 23 (2002)
Discipline: Promotional design and advertising
Format: Direct mail

Credits

Design firm
Nesnadny + Schwartz
Creative directors
Michelle Moehler, Joyce Nesnadny, Mark Schwartz
Designers
Jennifer Crawford, Michelle Moehler, Joyce Nesnadny
Photographer
Robert A. Muller
Writers
Julie Fogel, Stacy Sims
Typefaces
Century Schoolbook, Trade Gothic
Printer
Fortran Printing
Papers
Smart Carnival, Smart Kromekote, Smart Knightkote
Client
Cleveland Institute of Art
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