The Office of Undergraduate Admissions is one our biggest clients at Tufts Photo, and with good reason. They cater to a target demographic of 18-year-olds, who have a keen sense of visual literacy thanks to the technology they use every day. At the same time, most of the prospective applicants say they prefer printed college marketing materials — score one for print media!
It’s an environment that practically cries out for a photo- and visual-first approach, and it’s one that the art directors are certainly aware of. Admissions recently hired on a new art direction firm, Hecht and Horton Partners, based locally in the Boston area, and having them on hand to meet regularly in person to collaborate on the Spring 2014 issue was a first for me. In the past, we would have to exchange e-mails with folks in far flung areas around the country, and the spirit of the work doesn’t even compare when you get to sit in a room with another person to hash it out. In this case, I was able to sit down and plan every shoot with the art director and craft a visual campaign for Jumbo, the Tufts admissions magazine, from start to finish, getting to play the producer role that photographers don’t often get to do.
As all of the centerpiece shoots started to come together, it was pretty clear that this issue would be a winner, and the interplay between the layout and the photos really shined. You see the complete issue over at Tufts Admissions.