Net-A-Sketch Professional Networking
Organization Branding

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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Website Cover Squares(2)

Networking is a great way to make connections and develop business opportunities. In the the creative community, we have an edge over the usual meet-up events due to our ability to visualize and sketch. With this, the client created an event doing just that by creating a meet-up that uses drawing to have fun while making professional connections. It's appropriately named, “Net-A-Sketch.”

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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(Left) “Connect-the-Dots” theme
(Right) Pencil theme

THE CHALLENGE
This meet-up, although fun, is also an event intended to attract professionals who work in the creative industry. With this in mind, the logo had to portray the sketching aspect involved in the events without looking cliché and also be professional looking.

THE SOLUTION
The first iterations of this logo had to do with “connections” and the idea of connecting the dots came up. The second iteration picked up on the drawing aspect in the shape of a pencil that drew the final cross-bar on the “t” of the word “Sketch.” These first iterations seemed a bit obvious and not quite “there” yet so the exploration continued.

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(Left) Abstracted pencil shape becomes more of a pointer
(Right) Celebratory cross-bar becomes more of a streamer to represent “fun.”

Abstracting the pencil helped make the mark less obvious and bring it into the realm more of a pointer than a pencil. The punch of turquoise gave it a liveliness that refers to the casual topic. The next version was more detailed by adding a gradient and shadow to the crossbar of the ”t.” The swashbar creates a more expressive swash, again relating to the fun and casual approach to the event itself.

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The final version, a surprizing result that came about almost by accident.

After the iterations representing both literal pencils and abstracted, the client saw a version that I was reluctant to show because it didn't follow the initial brief. In this version the letter “A” from the words of the logo became the pencil form scrawling a line that was more about the action of sketching than a literal image. The letters were filled with a gradient fuschia to make it lively and modern, satisfying the client's interpretation of the purpose of the meet-up.

©2020 Emilie Burnham