For this catalogue, the primary student recruiting tool, the design was inspired by the art school’s urban identity: edgy imagery, poetic typography, and a saturated color palette. The catalogue also pays homage to the human experience of creativity. Concept and structure are played out on several levels, combining the intellectual components of the creative process (idea, image, word, and process) with the artist’s raw materials (air, water, fire, and earth). Using recycled materials enhanced the catalogue aesthetically and promoted eco-sensitive design to a young, impressionable audience.