Regis University was looking to increase their adult education enrollment. We wanted to emphasize that as a Jesuit university, Regis can help you to transform yourself as well as the world around you.
We chose a physical metaphor for transformation: origami. In print media, the reader can cut out the square picture of the "problem," such a pollution or a nurse shortage, and fold it – transform it – into a symbol that relates to a specific program or the general all-encompassing metaphor for change: the butterfly.
To get to the instructions, the reader is driven to the program's landing page where he or she can download both the ad itself and the instructions for the origami, as well as sign up for more information.
The web experience echoed the same sentiments and pushed the origami/transformation idea further with copy and powerful messaging in regards to enrollment and being an agent of change in your community. It stood itself as its own experience, but coalesced easily with the print pieces, including brochures, newspaper ads, magazine ads and promotional material from educational expos.
ONLINE DISPLAY ADS
The online ads also incorporated the look of origami and solving issues by transforming your world. The animation mimicked the folding in origami and the end frame displayed along with the CTA the resultant origami figure.
Educational Expo Booth Pieces
For education expos, we created our own printed origami paper and set them up at the booth in piles. Some butterflies were already constructed, and the attendants were asked to, if idle, keep creating the butterflies. This drew prospective students to the booth out of curiosity, and the attendants were able to instruct the prospects in the art of transformation: both paper-wise with the origami, as well as the transformation of themselves and the world around them.
Additional pamphlet spec