Virginia Commonwealth University in Qatar University Viewbook

Virginia Commonwealth University in Qatar (VCUQ) –
Recruitment Viewbook

Virginia Commonwealth University in Qatar (VCUQ) –
Recruitment Viewbook

Virginia Commonwealth University in Qatar (VCUQ) – Recruitment Viewbook

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The primary purpose of this publication was to act as a marketing tool for the University for recruiting new students. It was also meant to inform potential students and their parents about the University, it's programs, offer information on the admission process, costs, deadlines, and showcase the City of Doha. The secondary purpose of this project was to serve as an example about designing with environmental conscientiousness to make a positive difference.

THE CHALLENGES
This publication had to cater to many users – the University as a whole, the various departments, Admissions, potential students and their parents. It also had to be printed both in English and Arabic. And finally, cultural constraints prevented using photos of most Qataris, (including most students) so I had to figure out other images
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Challenge: The primary purpose of this extensive project was to attract and inform potential students and their parents. The Viewbook showcases the University, the programs, the faculty, student life, costs & housing, and the city of Doha, Qatar in general – and both in English and Arabic.

The secondary purpose of this project was to showcase design potential to affect the world. The brief required that the f inished piece be an extreme example of environmental conscientiousness.

Solution: Of course, this could have stopped and started with recycled paper however, I felt it should showcase more.

The four department sections were designed to be individual pieces that slid into the main section's spine. That way, if the user was not interested in a topic, they could customize their own Viewbook based only on their specif ic interests without having to take the other sections. The booklet sections were printed separately and when they ran out, only those sections needed to be reprinted, instead of the entire book (thus conserving materials).

Challenge: The primary purpose of this extensive project was to attract and inform potential students and their parents. The Viewbook showcases the University, the programs, the faculty, student life, costs & housing, and the city of Doha, Qatar in general – and both in English and Arabic.

The secondary purpose of this project was to showcase design potential to affect the world. The brief required that the f inished piece be an extreme example of environmental conscientiousness.

Solution: Of course, this could have stopped and started with recycled paper however, I felt it should showcase more.

The four department sections were designed to be individual pieces that slid into the main section's spine. That way, if the user was not interested in a topic, they could customize their own Viewbook based only on their specif ic interests without having to take the other sections. The booklet sections were printed separately and when they ran out, only those sections needed to be reprinted, instead of the entire book (thus conserving materials).

Challenge: The primary purpose of this extensive project was to attract and inform potential students and their parents. The Viewbook showcases the University, the programs, the faculty, student life, costs & housing, and the city of Doha, Qatar in general – and both in English and Arabic.

The secondary purpose of this project was to showcase design potential to affect the world. The brief required that the f inished piece be an extreme example of environmental conscientiousness.

Solution: Of course, this could have stopped and started with recycled paper however, I felt it should showcase more.

The four department sections were designed to be individual pieces that slid into the main section's spine. That way, if the user was not interested in a topic, they could customize their own Viewbook based only on their specif ic interests without having to take the other sections. The booklet sections were printed separately and when they ran out, only those sections needed to be reprinted, instead of the entire book (thus conserving materials).

Challenge: The primary purpose of this extensive project was to attract and inform potential students and their parents. The Viewbook showcases the University, the programs, the faculty, student life, costs & housing, and the city of Doha, Qatar in general – and both in English and Arabic.

The secondary purpose of this project was to showcase design potential to affect the world. The brief required that the f inished piece be an extreme example of environmental conscientiousness.

Solution: Of course, this could have stopped and started with recycled paper however, I felt it should showcase more.

The four department sections were designed to be individual pieces that slid into the main section's spine. That way, if the user was not interested in a topic, they could customize their own Viewbook based only on their specif ic interests without having to take the other sections. The booklet sections were printed separately and when they ran out, only those sections needed to be reprinted, instead of the entire book (thus conserving materials).

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The Viewbook contains a main folder and five separate brochures for each department:

• Painting & Printmaking
• Interior Design
• Admissions
• Graphic Design
• Fashion Design

THE SOLUTION
The publication is made of one main section which contains general information about the University, an overview about the country of Qatar and the city of Doha. Then, five sections were designed individually, one section for the Admissions department, and one section for the four separate departments: Painting & Printmaking, Interior Design, Graphic Design, and Fashion Design. These separate pieces were designed to individually slide into each others' spines which then would insert into the main section. In this way the user can take only the information they are interested in to customize their own Viewbook without having to take all other sections. The booklet sections were printed separately and when they ran out, only those sections needed to be reprinted, instead of the entire book (thus conserving materials).

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The back pages sections slide into subsequent sections' spines to create a customized Viewbook thereby preventing waste and saving money for the University.

The main folder has a section where each of the individual department brochures slide into. This means that a student can custom-design their own catalogue based on their own interests. This also means that less printing will be needed later on, thus saving the University money and saving the enviroment from wasted resources and undue pollutants.

The publication reads in Arabic left to right and also in English, right to left.

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Inside cover with photo of students showing through cover die-cut, a glimpse into student life.

Blue pages are instructor biographies both in English and Arabic. These text-heavy pages are positioned across from a full-bleed photo.

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A highlight during the design of this publication was working with a great copywriter and high-level photographer. Having great photos was crutial because we were not able to publish images of most students or the locals due to cultural constraints so having a great photographer to work with was important. Also important was working with a copywriter who could work in English and Arabic, since I only speak English.

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The center spread is always a rare opportunity to place special image, in this case an aerial photo showcasing the campus.

On the inside there are smaller pages that reflect the students' voices. They contain various quotes from random students and alumni. The concept is that the University has it's story on the main pages, and the students have their stories on the smaller yellow pages, making a story within the story.

A spread showing the smaller yellow pages representing the student voices, with the main pages representing the University's voice.

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©2020 Emilie Burnham