The Field Guide to UNH

The Field Guide to UNH
An integrated, 360-degree campaign that gives prospective students tools to start their UNH journeys

Designer: Joel Kushke
Photographer: Jeremy Gasowski
ECDs: Nate Baker and Chandra Carson
Brand Strategy: Kasey Glode
The goal and approach
In a challenging higher education enrollment marketplace in New England, we set out to reimagine the University of New Hampshire's viewbook to be the anchor creative for an integrated fall apply campaign: The Field Guide to College. The campaign creative emphasizes UNH's community, value, and location and draws on the university's ethos of curiosity and exploration, all toward the goal of propelling students forward in their journey.
Voice
This field guide reflects an evolution in the university's marketing voice to be more and human and supportive -- in line with the welcoming environment students encounter when they come here. You'll notice a stronger reliance on storytelling that takes students beyond the statistics to the future they would live as Wildcats.
The wayfinding spread is one of my favorites. It immediately immerses students in a different kind of viewbook experience centered around their journey. You'll see the "what to bring" list that teases the types of experiences on their horizon and adds a spirit of personalization. These lists morph throughout the guide, from "what to gather" to "what to take."
Storytelling evokes how UNH does experiential learning better.
Research: it's just another word for explore. This spread turns UNH's R1 Carnegie Classification into a social-friendly listicle that brings university research down to earth for high school audiences. The goal was to broaden the scope of what research can be and evoke a sense of wonder.

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The goal and approach

Voice

Storytelling evokes how UNH does experiential learning better.

Research: it's just another word for explore. This spread turns UNH's R1 Carnegie Classification into a social-friendly listicle that brings university research down to earth for high school audiences. The goal was to broaden the scope of what research can be and evoke a sense of wonder.