For Palm Beach Atlantic University's new acceptance packets, we wanted to create something that would prompt a "social media moment." In the past, newly accepted students were sent a drab message on university letterhead. With the new piece, we wanted it to feel like a celebration, because getting accepted into college is a big deal.
So we started with the idea of a colorful self-mailing folder, which would contain the formal letter but also be filled with bright and celebratory imagery that captured the spirit of the university's warm campus community. Before the student even opens the folder, they'll feel a sense of anticipation with the congratulatory messages on the front and back covers.
The piece's design had two logistical goals: it had to fit multiple letter-size documents inside and also have the ability to unfold into an impressive, tactile message that would play well in the Instagram age.
The Admissions office uses the phase "make it oFISHal" (playing off the institution's mascot -- the sailfish) to denote the final step of depositing, so we made sure to include that as the headline in a panel that prompted and anticipated the student's possible next steps.
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