Lifelong Learning Catalog

NEED
Redesign College of the Mainland’s Continuing Education catalog to increase registration, enhance the print piece with a more modern flair and streamline the creation of future issues with strategic development changes. The overall design would need to holistically appeal to ages 18-80 (with the stronger focus on 20-50).

APPROACH
Working with stakeholders and collaborating with the marketing team, a new design strategy was implemented to connect with the reader in a more visually compelling way. The legacy catalog was completely overhauled eliminating unnecessary clutter and visual hurdles from a registration perspective so readers could quickly understand how to sign up and dive into new interests. The content strategy redefined hierarchies for easier usability and layout efficiency. Page layouts were revised for a cleaner appearance, color coding introduced across sections and typography updated to reflect a modern aesthetic. Policies and lengthy legal information were moved to the end of the catalog so as not to dampen class interest upon opening the publication.

RESULT
The first redesigned issue showed an increase in registration and positive feedback on the catalog’s new design. The redesigned piece also elevated the college’s perception of quality throughout the community. Now in its 4th issue, the catalog continues to help establish a new standard for COM providing an easy-to-use format to browse and engage readers.

ROLE
Research, design and content strategy, short copy revisions, tagline ideation, design thinking, branding, graphic design and layout