Used for the launch of the University of Toronto’s Boundless Campaign in the Asia-Pacific region, this project includes both an invitation and photo book.
Project specifications included a necessity to surprise and delight the recipients (including potential donors), while remaining true to University branding standards. The project also had to incorporate strong Asian elements without being exclusive of any regional audiences. The dragon resonated with key demographics, and was timely during the Year of the Dragon.
To keep the invitation’s size (and mailing costs) small, it was designed to fit within a No. 10 envelope. The slider format allows for more content, while giving a platform to extend the length of the dragon. (Recipients were appropriately surprised and delighted, I’ve been told.) The use of gold foil added contrast and elegance, and was reminiscent of Chinese Red Envelopes.
The photo book carried the theme of the gold dragon on its cover, and was a departure from standard cases for support. It was meant to reflect on the strong ties between the University and the Region, and allow for further bridges between the two to be built.
Client: University of Toronto, University Advancement
Quantity Produced: 1,000
Production Time: 1 month
Print Credits: Somerset Graphics Co. Ltd.
Type Credits: Trade Gothic LT Std Condensed No. 18, Trade Gothic LT Std Bold Condensed No. 20, Trade Gothic LT Std Bold
Page Count: Photo Book: 32; Insert: 8
Stock: Cougar 100lb Cover, Cougar 100lb Text
Colours: 4-colour process, gold foil