Solution:
BCUE seemed happy with how the updated catalog came out. So when they called me this year, they were much more open to the idea of redesigning the entire catalog. Since there wasn't a budget for professional photographs or illustrations, I created artwork of a leaf directly from their logo. This artwork was clean, simple, modern, and could also serve as an extension of their identity so people would start immediately recognizing that this was a catalog from BCUE. I also thought the leaf artwork was strong because when you looked at the leaf lines closely, the lines started to become streets and intersections, which made a nice reference to urban planning. Inside layout details such as the curved headers and the pictures in circles were designed to give the piece a more organic feeling to relate better to the environmental aspects of their programs. The sans-serif font, Syntax, was chosen for the font to give the piece clarity and a more modern, timeless look.

This project also evolved into 2 catalogs--one for their pre-K to 8th Grade programs and the other for their High School programs (which is featured here).

AFTER:

Alina's Feedback:

Carolyn's make-over of the school catalog was a big boost in bringing new life, new branding and new organization to BCUE's old catalog. The use of color, of course, is a huge help in providing warmth and intrigue. The earthy colors and use of organic shapes through the use of the leaf in their logo strengthens the branding of the organization. I found Carolyn's analogy of the veins of the leaves to city streets very insightful. This design relates much more strongly to urban environments than the previous rectangular layout in black and white. I feel a sense of hope and excitement for the city's environment when I look at this design. It makes me want to get involved.

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