Challenge: McGill Graduate and Postdoctoral Studies (GPS) approached Kaldor to understand how it could differentiate itself from the competition, attract more students and be recognized as one of North America’s leading graduate schools. We were also tasked with dramatically reducing the size of the Viewbook.
Thinking: We began the project with qualitative research, speaking with both current McGill graduate students, as well as those who had declined McGill’s offer of admission. We studied McGill’s existing quantitative research, as well as other secondary research sources and competitive analysis. Our recommendations from the research informed the pagination plan, content outline and creative concept for the redesigned Viewbook.
Results: Released in October 2009, the Viewbooks are just beginning to circulate amongst the target audience. Feedback from McGill GPS and University Communications is clear; together we have successfully refined the visual and narrative position of McGill as a leading worldwide institution for graduate studies.
