Wentworth Institute of Technology

The brief

Located right in the heart of Boston’s Fenway, Wentworth School of Technology offers a wide range of programs and co-op opportunities that help to foster some of the brightest engineering, construction and designer minds. Our team was brought in to refresh recruitment efforts on an assertive timeline, creating a suite of admission materials including a viewbook, traveling counselor piece, and traveling counselor kit.

The challenge

As part of a growing internal ecosystem, the Wentworth team onboarded several key players shortly before we were brought in. The challenge here was facilitating a fast-approaching timeline (2 months from start to finish), a new internal team, and overcoming production delays due to COVID-19, while also overhauling their brand system.

The opportunity

With college acceptances aggressively recruiting, Wentworth was ranked #38 of 176 schools in 2021 for Best Regional Universities in the North, climbing from their #46 ranking in 2020 out of 179 universities. This created an opportunity to innovate marketing materials to reflect Wentworth’s growing place in the market.

Guidance counselor “brochure”

The solution

We delivered a suite of recruitment materials emphasizing school offerings by highlighting CO-OPs, student projects, program highlights, facilities, and student ROI. In print materials, we encouraged users to scan provided QR codes leading them to the website. This allowed us to deliver a high-level, in-depth look at the student experience at Wentworth, while also driving conversion rates.

The results

Boston runs on the minds and technical expertise of Wentworth graduates. Located right in the heart of Boston’s Fenway, Wentworth School of Technology offers a wide range of programs and co-op opportunities that help to foster some of the brightest engineering, construction, and designer minds. The kor team was brought in to refresh recruitment efforts on a truncated timeline. As a senior designer for this project, I worked closely with kors partners and fellow designers, content writers, and client marketing and enrollment teams. Together we created a viewbook, traveling counselor piece, and traveling counselor kit, including a poster and custom stress ball.

Undergraduate Viewbook

The details

3D printed letters, conceptualized by the kor team and executed by WIT students, emphasized students as makers and institutional capabilities.

The traveling counselor piece highlights WIT’s Leopard mascot, a big-draw for current and prospective students. Individual, double-sided, die-cut cards were collated in a poly-fill bag providing an easily scannable tool for counselors when talking to prospective students and could then be separated to be used as display.

One of WIT’s goals was to recruit higher-achieving students. To do this we marketed Wentworth as a teaching institution, not a research institution. This re-invented WIT as a leading technological force and “not your grandfather's WIT”, while still highlighting both its history and innovative approach to education.

Admissions tool kit, including poster and stressball

My role: Art direction, Creative Strategy, Print Management, Design

Design Team: kor group, ltd, including MB Jarosik (Creative Direction), Anne Callahan (Creative Direction), Jim Gibson (Art Direction and Design), Brittany Latham (Art Direction and Design), Vaishnavi Kumar (Art Direction and Design)
Content Partner: Kathleen Thurston-Lighty & Robert Thurston-Lighty

Awards
EduAd Gold Winner, Undergraduate Travel Kit
EduAd Gold Winner, Guidance Counselor Poster
EduAd Merit Winner, Undergraduate Student Viewbook