Project brief: Graduate admissions package for the American University Kogod School of Business. Client wanted a real look at the school and wanted to stand out. We also had to use the theme “WONK,” which we quickly converted to “KNOW.”

Approach: What do you KNOW? Quite a bit, and so do the business students at American University. They want more from a business school, and that’s why the AU Kogod School of Business admissions brochure takes a new approach to the typical business models. Shooting on location for three days and crafting copy that matters to today’s students, we transformed the typical business school to be “In the Know.” It’s the way business should be done.

Effectiveness: Results: increase in applications, envy of other business schools, plenty of additional projects from the client.

Effectively used design to sell business. If business-school collateral looked like that while we were in high school, we wouldn’t be designers today.