Text (DS)
Job:12-84823 Title:RP-Graphic Design That Works
(NEW)
175# Dtp:22 Page:230
the massachusetts college of art
Thinking Outside the Box
For years, the Massachusetts College of Art has produced
a complete and extensive catalog for their institution,
including everything from a background on the school to
course offerings. This year was different. With the
Internet becoming more and more popular, the college
decided to use their website as the primary source for
information. This decision changed the role and scope of
the catalog, making it more of a visual view book, focusing
on the philosophy and artistic diversity of the school.
“One of the things that we did with this project was to
develop an overall concept,” says designer Tammy
Dotson. “We thought about the process of learning and
how all of the various disciplines start with the basic
geometry of form and shape.” With a spatial approach in
mind, the interior graphics and layout, as well as the corner
die-cuts, all became metaphors for thinking outside of
the box. “The book can be seen as a dimensional object,
and when you open it, different aspects of the school and
CLIENT:
The Massachusetts College of Art
is an art institution that offers a
variety of both undergraduate
and graduate programs.
FIRM:
Stoltze Design
ART DIRECTOR:
Clifford Stoltze
DESIGNERS:
Tammy Dotson and Cynthia Patten
PHOTOGRAPHERS:
Ilan Jacobsohn, Michael Mulno,
Susan Byrne, and Heath
Photography
COPYWRITER:
Rebecca Saunders
ABOVE: The die-cut cover features
an unfolding box that reveals the
various artistic disciplines. The
view book is sent to prospective
students in a specially designed
envelope that carries both the
organic and geometric elements
that appear throughout the book.
Graphic Design That Works
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Text (DS)
Job:12-84823 Title:RP-Graphic Design That Works
(NEW)
175# Dtp:22 Page:231
NEW)
e:230
What Works
Designed to inspire a diverse range of potential stu-
dents, the brochure creates a nice balance between the
structural disciplines and the more expressive ones.
Because the book is conceptual in nature, it appealed
to the creative and inquisitive mind of an art school
student. This highly functional and visually interesting
view book was mailed to high school guidance coun-
selors and prospective applicants. “The joint effort
between the view book and the website has made a
significant increase in the number of applicants,”
acknowledges Stoltze.
the various departments unfold,” adds Dotson. The view
book breaks up into three major sections—the intro-
duction, the areas of study, and the graduate program.
Within the art college, there are eight disciplines in
which to study. Each discipline is introduced with a
montage of student artwork, giving the piece tremendous
visual impact and personalization. “On each spread,
there is a detailed section of a student’s work that is
used as a large background, and then we repeated the
image full frame somewhere else on the page,” Dotson
explains. Each area of study is coded with a graphic
icon that is prominently displayed on the cover and
repeated within the specialization. “Representing a
different department, each one specifically links up to
the website,” notes art director Clifford Stoltze. “There
is a lot of continuity between the design of the site
and the view book.”
ABOVE: Each discipline visually
opens with a montage of student
artwork. The fluid linework adds an
organic, handmade quality to the
overall graphic and geometric
design.
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