NYU Stern School of Business: Executive MBA Viewbook
The Mardiney Group combined dynamic visual storytelling with special production elements to produce the NYU Stern Executive MBA Program’s 2012 printed viewbook, the client’s single most important printed design piece used drive applicants to its Executive MBA program. NYU Stern issued a detailed creative brief to develop a print viewbook that conveyed the unique brand character of the NYU Stern Executive MBA program to a highly educated and sophisticated consumer audience – experienced senior managers and Fortune 1000 companies’s top executives. The client was aware of its competitive marketplace against Ivy League and other well-known MBA programs and needed a piece that really helped in its business objectives to build brand awareness, enhance perception, differentiate from key competitors and increased the number of inquiries as well as applications. We had one month to produce the piece.
The Mardiney Group chose to highlight the client’s authentic strengths – dynamic downtown New York City location, compelling current MBA participants, and global, international feel – and to utilize high-end production elements to meet the client’s objectives. We produced a photo shoot of current MBA students on location in the West Village, and integrated these visuals to highlight their urban sophistication. Dynamic photography, info-graphics, strong headlines, together with a foil-stamped cover and a finished French-folded perfect bound, side sewn treatment gave the viewbook a distinctive look and feel to match the client’s singular proposition as “the MBA program for professionals with more experience in work, life and the world.”