Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works

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the university of technology, sydney

Trend Setting

The University of Technology, Sydney (UTS) was looking

for a career and course guide that would have a strong

visual impact in the education marketplace. Positioning

the university as cool, hip, and slightly alternative

helped to attract graduating high school students to the

not-so-traditional school. “The piece is directed at the

youth market and needed to be appealing and effective,”

notes managing director Penny Bowring. “The imagery

has abstract qualities that reference popular culture

graphics. The use of unconventional type and the hap-

hazard placement of elements is designed to appeal to

the rebellious nature of the target market.” In addition

to being visually appealing, the piece also had to

communicate the university’s wide range of studies in a

clear and easily accessible manner. “The overall impression

is that it is a highly professional organization that also

looks cool,” says Bowring. “The landscape format and

the use of the structured table and grid provides for

maximum information in an easy-to-read format.”

CLIENT:

The University of Technology,

Sydney is an educational

institution in Australia.

FIRM:

Emery Vincent Design

ART DIRECTOR/DESIGNER:

Emery Vincent Design

MANAGING DIRECTOR:

Penny Bowring

PHOTOGRAPHER:

Sandy Nicholson

COPYWRITER:

Supplied by client

ABOVE: The catalog and pocket

folder graphically work together

to capture the attention of a

youthful audience.

Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works

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A photographer was commissioned to visit several

campuses, shooting a broad range of students from

various disciplines. “The goal was to capture the

vibrancy of real-life situations at UTS,” adds Bowring.

Throughout the catalog, intersecting lines, type, and a

dot-pattern grid overlap photography in an interesting

and dynamic way. “The layering of imagery evokes

how students learn and discover throughout the

course of their studies,” details Bowring. “The screen

creates a dynamic counterpoint to the clear, sharp

photography, setting up an interesting tension. The

intersecting lines represent the potential directions

that the students can take in their studies.”

Distributed to graduating high school students, the

catalog fits nicely inside a pocket folder, along with

other necessary enrollment information generated by

the university.

What Works

By using unconventional type and graphics in an easy-

to-read format, the brochure helped to attract the

trend-conscious youth market. With its dynamic and

appealing design, it has not only significantly

increased enrollment, but has also established a trend

for more innovative educational catalog design in the

Australian market. “It has produced real returns for the

university,” claims Bowring. “Some rival universities

are currently pursuing similar design approaches.”

ABOVE: Intersecting lines, type,

and a dot-pattern grid overlap

photography to communicate

the learning process that exists

within a flexible curriculum. The

screen effect is also printed as

a varnish—adding an interesting

surface texture to the already

visually exciting page.

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