Texas A&M University is full of surprises. Beyond the beacon of Aggie pride (gig em'!) there is a lot going on. They have their own nuclear reactor, working oil wells on campus, a meat sciences program, a place called "disaster city" plus some of the most cutting edge research, public policy, and academic programs in the country. A national ad campaign and a major capital campaign drove the development of compelling ways to highlight the lesser-known side of the university.
Texas A&M had a story big enough to tell across the country. That story was told with oversized typography, ripped-from-the-headlines stories, detailed illustrations and, compelling photography. The campaign ran in the Wall Street Journal, Forbes, The Atlantic, as well as regional Texas outlets. Print, digital, and outdoor (including a full metro station takeover in DC) were all included. The university received national attention for the work and now people all across the country know who has the nation's No. 1 meat sciences program.
How do you raise 4 billion dollars? With a book and a really cool letter-pressed print. OK, it's a lot more complicated than that, but these pieces pulled their weight. The case statement book was meant for high-value donors. The panoramic format suits the expansive nature of the stories and their impact. Gold foil, smyth sewn binding, and raw materials result in a premium, dignified piece. The accompanying print is a letter-pressed illustration inspired by the elaborate carvings of Texas A&M Professor Rodney Hill.
CREDITS (Created for 160over90)
Executive Creative Director: Tracy Donofry
Associate Creative Directors: Jill Spradley & Kyle Ferino
Copywriter: Sean Pezzulo
Photo Retouching: Shayne Ross & Robert Carter
Production: Lance Wexler
Design and Illustration: Robb Leef