A design as unique as Gen Z

Iowa State University

Creating a fresh brand identity through brochure design.

Iowa State University brochures featuring photos of a variety of different students smiling and on campus.

Societal trends across the country are leading to flattening, or even declining, numbers of students seeking post-secondary education. As Iowa State University prepares for this “new normal” in higher education, it has become crucial to refresh marketing and communications to be relevant with a new cohort looking at college — Generation Z.

Iowa State University Freshman Viewbook cover and inside spread featuring female students smiling.

Iowa State University "Adventure" campaign folder.

Iowa State University "Adventure" campaign digital ad slider images featuring the campanile.

Iowa State University "Adventure" campaign digital ad slider images.

Iowa State University Freshman Viewbook spread.

Iowa State University Freshman Viewbook spread featuring images of students celebrating at sports events.

Based on ZLR Ignition’s deep understanding of Gen Z, we created a new set of brochures for Iowa State recruiters to use when they visit high schools and education fairs. The materials speak to Gen Z’s value of diversity, creativity and customization, as well as their unique focus on individuality.

The new visual identity for Iowa State’s recruitment efforts was so well received, communication offices for individual colleges and departments — who operate independently — began adopting the brand elements in their individual work.