Austin College

1. The project

Austin College is a private liberal arts college located in Sherman, Texas, about 45 minutes north of Dallas. Austin College attracts strong students (75% come from the top quarter of their high school graduating class) and provides an experience that encourages…expects…students to discover new things about themselves. How? Through intimate classes, connections with peers and professors, leadership opportunities, and particularly experiential learning—including internships, research, service, and study abroad. In fact, more than 90% of students are involved (voluntarily!) in service efforts, and more than 70% of students travel internationally during their time at Austin College.

2. The challenge

Austin College was looking for new publications that featured less copy, stronger visuals, and a greater call to action (visiting campus or, ultimately, applying for admission). But because there are several private liberal arts colleges in Texas—and Texas is a big state—one challenge was to find a creative approach that would drive students to the Austin College campus and allow them to experience its living and learning environment for themselves. Another challenge was simply the location of Austin College—as Sherman is not (yet) known as a “mecca” for off-campus diversions.

3. The solution

“Inquire Within” became the invitation to prospective students—to learn more about Austin College AND to discover more about themselves through their experiences at Austin College. With “Inquire Within" as an editorial anchor, the new publications book’s design convey a confident and sophisticated look that reflects the high quality educational experience students realize at Austin College. Serif type and clean lines give the look a conservative foundation, while interesting use of color provides a hip and energetic edge to the design. Enhancing this contrast is a conversational copy tone with a high-level message.