USC School of Architecture Masters poster
USC had previously produced this as two posters. Our solution to the design challenge was to design one poster with five bars, each of which would fold into a stand-alone brochure. This simplifies the end product, gives all five departments equal exposure and reduces the cost of production and mailing.
Lee Olvera, Director of Communications for Academic Programs and our client at the School of Architecture, continues the story on Felt & Wire.
“I also wanted the image quality to be really high. We send this piece to all of our peer institutions and to design schools and those teaching other creative pursuits. For it to work as a tool to attract students, it has to look really good. We had recently done a book with Michael Maltzan [No More Play: Conversations on Urban Speculation in Los Angeles and Beyond], who had gotten the photographer Iwan Baan to take these incredible photographs of Los Angeles. I thought, “There’s no reason for us not to use images of this quality for our poster — and for everything we do.” Knowing that Iwan’s images are so compelling, I asked his permission to reuse some of the photographs from the book. He generously agreed. I went through the book with each director, to select pictures they thought would be interesting to represent their particular program.”
What has been the reaction internally to the poster and brochures?
“That it’s an amazing thing — truly. The program directors are so happy to take their brochures to lectures and symposia. That Mick figured out how to grid out the poster into the brochures — nobody had anticipated that. Posters around here are really serious business, and everybody always has an opinion. This time, it’s unanimous, from the dean on down: fantastic!”
Parts of our post are excerpted from Felt & Wire.