At Ryerson University’s Faculty of Engineering & Architectural Science (FEAS), our marketing team faces a formidable challenge: How can we attract the best and brightest engineering undergraduates when nearby universities are trying to do the very same? One answer lies in our admissions handbook. Unified by copy that leads the reader through a journey—and by design through the “greater than” (>) symbol—the concept serves three purposes: 1) it’s a call to action, inviting prospective students to “be greater than ordinary / book-smart / you ever thought possible”; 2) it aligns Ryerson with greatness and implies it is “greater than” other schools; 3) it encourages a dialogue between our audience and our admissions team (“Be greater than what? And how?”).
From the Judges
This piece was really well done. It is visually appealing and conveys a lot of important information. We loved the way Ryerson carried the ">" theme throughout the piece. The flow chart is fun to complete and serves a really important purpose of helping students determine which area of engineering is most suited for them, and then they can read on to find out more about that particular field, as well as dig a little deeper into others that may be of interest.
