In January 2017, the University of Portland hired the brand and strategic communications firm Ologie to conduct a thorough brand assessment of our admissions materials, which included conducting qualitative and quantitative research, as well as competitor audits and stakeholder interviews. From these findings, Ologie helped identify UP’s audience, positioning, voice, and personality, which led to our first-ever messaging map, creative platform, and brand guidelines specific to admissions. These final steps wrapped up in April 2018, which then became the catalyst for creating materials (both independently and with Ologie).
From the Judges
The University of Portland’s viewbook beautifully and soberly conveys the university’s interest in the life of the mind, beginning with the cover statement, “when we wonder.” This theme—of wondering, of discovering, and then of taking the scenic route and breaking down barriers—develops throughout the viewbook, accompanied by an ever-changing kaleidoscope pattern. Through the use of ample white space and cooly toned photography, the viewbook intentionally turns down the volume and tells prospective students that Portland gives them room to think and explore.
