Overview
The University of Alabama Graduate School's admitted email campaign needed a refresh. Previous iterations included system-generated text, chunky fonts and header images that featured stock power poses.
We decided to rebrand the campaign and push it in a fresh direction, one that aligns more closely with The University of Alabama's institutional voice and compliments the Graduate School's "Future is Yours" prospect campaign.
Taking inspiration from classical artists like Vermeer, Rembrandt and Caravaggio, we chose header images with strong lighting, bold shadows and refined postures. Though poses range from inquisitive to confident, all convey a sort of mythic grandeur that inspires readers to think bigger and achieve more.
Copy
The tagline is less a greeting and more a challenge: You've been given the tools and resources to make a difference; how will you use them?
The font is more elegant and modern than previous selections, which included Trade Gothic, Gotham Ultra and Minion Pro. Instead, this custom version of Gotham bridges the cognitive gap between message and image without drawing unnecessary attention to itself. It's strong but elegant, simple but refined — like the Graduate School.
Credits
Marketing Director Jimmy Hart
Assistant Director Brandie Nabors
Project Lead Barrett Elder
Art Director Jacob Crawford
Photography Mary Katherine Carpenter, Matthew Wood, Jeff Hanson
Design Jacob Crawford
Models Jeremy Smith, Alyssa Hochstetler, Blake Adams, Emily Souza, Hongsong Feng
Copywriter Jacob Crawford, Barrett Elder
