You Are Here is a recruiting tool for the Minneapolis College of Art and Design. The target audience is students already admitted to MCAD who are considering transferring to another competing art and design college because the location—Minneapolis—is either too urban or too bucolic. The solution appeals to art and design students’ narcissism by presenting them as hip, intelligent and worldly. The photography is both aloof and captivating; juxtaposing images that convey expected stereotypes with unexpected truths about this Midwestern city.

The book was designed and produced entirely by students at MCAD. Under the direction of Pam Arnold, director of MCAD’s in-house studio program, MCAD DesignWorks, the book and DVD were a commissioned project of the provost, Andrea Nasset.