Princeton University Advancement

After a successful first year of their new capital campaign, Princeton asked us to help them design a keepsake report to memorialize the accomplishments to date — and create a framework for sharing future successes. We created an oversized report that utilized premium materials and production values to create a strong impression that would connect with campaign constituents.

A grid of the covers of the Princeton Venture Forward campaign brochure. The front is black with cut outs in the shape of a chevron revealing an orange page underneath. The center reads “Dare to Venture” and the bottom right corner reads “Venture Forward.” The back of the brochure is white with gray and orange text that reads “Venture Forward.”

The striking design was integral to successfully telling the story of the campaign’s first year — and emphatically set the tone for the next three to come.

Lisa A. Burke, Director of Design, Princeton University Advancement Communications

The front and back of the Princeton Venture Forward campaign brochure. The front is black with cut outs in the shape of a chevron revealing an orange page underneath. The center reads “Dare to Venture” and the bottom right corner reads “Venture Forward.” The back of the brochure is white with gray and orange text that reads “Venture Forward.” — The report’s high production value, materials, and finishes reflect Princeton’s reputation as an institution of higher learning and “speaks the language” of its sophisticated audience. The lightweight dust jacket carries the title and campaign branding—adding dimension, interest, and a high quality sensibility. Its intricate chevron die-cut and the concentric motif that shows through tie back to the Venture Forward campaign identity.

A close up detail photo of the design components from the brochure. The copy reads “What If” in orange text at the top. Partially visible in the frame is large black text asking a question with smaller black text answering the question below.

A close up detail photo of the design components from the brochure. Photo shows the inside front cover of the report, which features a photo of an asian man speaking at a podium microphone and a black, glossy flap that reads “Dare to Venture.” The image shows the flap opening up to reveal the table of contents.

A close up detail of the design components from the brochure. A QR code with partially visible text that begins, scan me. — A handful of common components combine from spread to spread. They include a consistent position and treatment of the “what if?” question, the use of QR codes to sync to a variety of videos and other pertinent online content, as well as bold statistical claims to reinforce the message. As a nice surprise, the inside front cover of the dust jacket flips out to serve as a mini table of contents for the report.

A close up detail of the design components from the brochure. The photo shows shows orange text on a light gray chevron background that reads, 81.8 million dollars was the total amount raised in the 2021-22 Annual Giving campaign; the highest total in Princeton history. — A handful of common components combine from spread to spread. They include a consistent position and treatment of the “what if?” question, the use of QR codes to sync to a variety of videos and other pertinent online content, as well as bold statistical claims to reinforce the message. As a nice surprise, the inside front cover of the dust jacket flips out to serve as a mini table of contents for the report.

Various images of the interior pages of the report, featuring vivid photos of the Princeton campus, students, and professors, as well as consistent “What If” headers, testimonials from students, and statistics highlighting the program’s impact. Each page uses Princeton’s orange and black colors.