The approach to this project was to develop a more interactive and personal journey to bring delight for prospective students. La Salle’s original message of ‘Choose Your Path’ sparked the concept of a field-guide-inspired, wirebound journal to be mailed to recruits. The overall design is based on a collage approach with stickers, tape, layering of images and personal quotes from other students to make it feel like a hand-me-down from upperclassmen. The school’s color palette was punched up to bring youthful energy and balance the historic brand. To make sure the reader could picture themselves in the story, the photography was focused on friendly interactions between students, showing off the beautiful campus and in action shots of sports and activities. Overall, the collage style and the notes give the viewbook a personal quality that invites the student into a long-standing tradition and brotherhood.

Creative Director: Tracey Williams
Lead Designer: Liza Marino
Photographer: Matthew Mahoney