Work / Visual Design

Viewbook Design SAIT

The viewbook is a yearly publication that compiles everything prospective students need to know when considering SAIT for their education journey.

Project developed for SAIT     |#graphic design#branding|     September, 2024

The Brief

A key part of my role as a designer at a post-secondary institution is developing recruitment materials like the viewbook. Each fall, this publication provides prospective students in the consideration phase with all the information they need to make informed decisions about their education.

The viewbook plays a crucial role in reflecting SAIT's brand identity, evolving over the years from a simple indexed catalog to a more dynamic and engaging publication. Audience research is consistently the first step, guiding both the creative direction and copywriting, ensuring the content resonates with prospective students and aligns with their needs.

The Process

The creative process of developing a viewbook for SAIT is a collaborative and iterative journey. It begins with in-depth research to gather insights that will guide both design and copywriting. Content and design are developed simultaneously in an integrated process, ensuring consistency across the publication. In the latest edition, photography played a central role in shaping the look and feel, emphasizing authenticity and relatability for prospective students. A dedicated photoshoot was planned to capture real-life experiences of students at SAIT, offering a genuine portrayal of campus life.

Designers create each page, refining layouts through multiple iterations and collaboration with marketing and academic units. Feedback from all departments ensures the viewbook aligns with SAIT's brand and messaging. The process is highly collaborative, with ongoing revisions to achieve the best possible version. After receiving approval from all stakeholders, the final design is sent to print. Simultaneously, a digital version is proofed, finalized, and uploaded for online access. This seamless integration of content, design, and collaboration results in a compelling and informative viewbook that supports prospective students in making informed decisions.

The Outcome

The creative process behind the viewbook resulted in a robust, engaging publication that effectively guides prospective students through all the essential information they need when considering SAIT. This latest edition, with a print distribution of about 35,000 copies, has reached a wide audience, providing a tangible connection to the institution. Digital engagement has also been strong, with 1,359 unique views, 14,562 pages read, and 609 links clicked between September 14, 2024, and March 4, 2025, reflecting the viewbook’s broad online reach and impact.

I have been involved in the viewbook project from two perspectives. Initially, as a designer at Xerox, I was part of the team that developed the publication for SAIT. Later, transitioning to SAIT, I became deeply involved in its design and development as it evolved into an in-house project. This dual experience has provided valuable insight into both the creative and strategic aspects of the publication, allowing me to contribute to its continued success and alignment with SAIT’s brand and goals.