McMaster University Viewbooks | First Descent Studio

Summary

The McMaster University Viewbook 2024 is a key marketing piece used by McMaster University to attract prospective students. This visually appealing and informative guide highlights the university's academic programs, campus life, and the opportunities that await students at McMaster. The cover features an iconic image of the university's architecture, showcasing the natural beauty of the campus, while aligning with the institution's branding and mission to inspire students toward a "Brighter World."

The Challenges

Competition in Higher Education Marketing: With numerous universities vying for the attention of prospective students, McMaster had to develop a unique and compelling viewbook that would set it apart from other institutions.
Capturing Attention in a Crowded Market: Today's prospective students are inundated with marketing materials from multiple universities. The challenge was to create a visually engaging and informative piece that would immediately catch the eye of prospective students.
Communicating McMaster’s Core Values: McMaster needed to effectively communicate its core values of innovation, research, and community in a concise and impactful format. This required balancing aesthetic appeal with substance.

The Solutions

Aesthetic and Iconic Visuals: The cover of the viewbook uses a high-quality image of one of McMaster’s most iconic buildings, showcasing its stunning architecture and vibrant campus environment. The vibrant ivy growing on the building adds to the natural beauty of the campus, symbolizing growth, vitality, and the environment students will thrive in.
Brand Alignment: The use of McMaster's signature maroon color on the cover and throughout the viewbook ensures brand consistency. The title "McMaster" is prominently displayed, paired with the university’s crest to reinforce its identity. The tagline “Brighter World” connects with the university’s mission of positively impacting the world through education, research, and community engagement.
Focused Content: Focusing on McMaster's academic strengths, diverse student life, and groundbreaking research. The content is designed to be easy to navigate, ensuring prospective students quickly find information on programs, campus life, and admissions.

Benefits

Increased Engagement: By using captivating visuals and brand-consistent messaging, the viewbook grabs the attention of prospective students and encourages them to learn more about McMaster University, increasing the likelihood of engagement with the institution.
Strong Brand Recognition: The use of McMaster's colors and logo ensures a strong brand identity that is instantly recognizable to students, parents, and other stakeholders.
Clear Communication of Value Proposition: The viewbook succinctly communicates what makes McMaster unique — its commitment to research, its vibrant campus community, and its global impact. This helps prospective students understand why McMaster is the right choice for them.
Actionable Next Steps: The inclusion of a CTA directs prospective students to take the next step in their academic journey, whether it’s exploring programs, scheduling a campus visit, or applying online.