Project brief: To show prospective students why SVA is the preeminent training ground for the next generation of artists. We want to prove that SVA, located in New York City, is the best art school to attend.

Approach: Our solution is to present visual and factual evidence, first by giving dozens of facts about New York, SVA and its students, and then by presenting hundreds of examples of student work throughout the book. We also employ a unique, heat-responsive ink on the cover, and with the application of heat (such as from one’s hand), a map of the school is revealed.

Effectiveness: The SVA Undergraduate Catalogue is now in its third year in this format. During SVA’s recruiting period using this catalogue model, they have seen an increase in applications to the school by 22.5 percent.

Okay, the cover color is responsive to the heat of the human hand, but that’s the least of it. The point is it makes me want to enroll in school. NOW.