MIT's forward-thinking ethos is evident in their digital-first undergraduate admissions strategy: robust web presence, no viewbook. MIT describes its admissions process as “choosing an 1,100-person team to climb a very interesting and fairly rugged mountain—together.” Vying for high school students' attention, MIT knew they needed high-impact printed pieces to rise to the top of that mountain of mailers from other top-tier schools.
MIT needed needed eye-catching pieces to raise awareness among target audiences about specialized study areas. Two z-fold books, with no clear start or end, encourage continued exploration and pack a visual punch, arriving in craft envelopes with neon lettering. Vibrant designs offer a visually rich narrative about MIT programming, while evocative portraits of students at work and play humanize the rigorous academic experience.
For the undergraduate admissions toolkit, we developed a customized bundle of goodies packaged in a metallic envelope. The packet is both utilitarian and whimsical: a how-to-apply guide, inspirational quotes from Marie Curie and Walt Disney, and custom illustration depicting a climbable dinosaur offer a glimpse at the breadth of challenges and possibilities and convey the playful spirit of the Institute.