Map-like brochure aimed at helping students — particularly low-income students and students of color — navigate the difficult terrain of what major to study, what school to attend and how to pay for it.
The Education Trust is a Washington, D.C.-based education advocacy organization working to close the achievement gap that separates low-income students and students of color from their more affluent and white peers. Our higher education division wanted to produce a printed piece that would help students navigate the difficult terrain of deciding what college to attend and how to pay for it. Inspired by the term road map, we designed a customized brochure that parses the decision-making process in ten steps. In addition to breaking the decision-making process down into steps, sections are color-blocked to reflect main sections of the process (interests of study, school characteristics, how to pay for school, etc.). Eventually the road map unfolds into a poster that inspires college completion and defines financial aid-related terms.
Our target audiences are high school students—particularly low-income and students of color— and school counselors. Our client wanted to provide important financial aid-related terms and definitions. Knowing that school counselors love posters, we created an inspirational poster that also displays the important financial aid terms students and counselors need.
The biggest challenge in our higher education division’s original presentation of the road map was the size. Originally 11” x 17” flat, information is so cramped, that one could potentially get lost navigating the content. Using a clothing company’s self-mailer as an example, I presented our team with the idea to place the same concept on larger paper, but mapped in sections. The team liked the concept.
After consulting with our printer vendor for layout recommendations and pricing, I had the green light. Once we agreed to move forward with the project, I had the task of figuring out how to print revisions on a typical office printer. Included in the slideshow above is the mock-up process for an early draft of the map. This was an enlarged custom print, and our printer can only handle a paper size maximum of 11” x 17”. Using the poster option to print, the map printed as parts of a puzzle that gets put together.
June 7, 2013