Viewbooks for The New School

The New School is a progressive urban university at the center of Greenwich Village, NYC, and I was hired as their in-house senior digital copywriter. My responsibilities included normal marketing needs, such as advertising campaigns, assets for media buys, video scripting, and community profiling.

We decided to rebrand our Viewbooks (the physical and digital books sent out to prospective students). My team proposed a mood board-esque theme to the C-suite and won. Our thought was to invite the audience to partake in a current student's first-hand experience. Copy revolved around the statement: "You are here." There were three iterations of this: You are on the first page of the book; you are at Parsons; you are at a point when you will make a great decision that will impact the rest of your life. Design laid angular layers of both text and image to render new scrapbook pages, a diary of days in the life of the New School community.