Berklee Breakthrough
Telling the story of the worlds best college of music.
Berklee College of Music is a private music institution based in Boston, MA. It is the largest independent college of contemporary music in the world, offering a growing number of Bachelor’s and Master’s degrees preparing students that seek a career in performance or a music industry career path.
Our Concept: Preparing students for both sides of success. Side 1. we wanted to break the mold of past admissions campaigns with a call-to-action that would resonate with aspiring artists. Getting your “big break” is a provocative concept any young musician with dreams surely imagines. We wanted this at the forefront of their minds while holding our viewbook in hand—however, we also felt it important to break the traditional interpretation of an artists success story by demystifying parts of the illusion that implies “that with just raw talent surely you’ll go far.” As designers we can relate with other creative thinkers, and know that it actuality takes passion, knowledge, grit, skills, mentorships and connections to succeed in the business—and Berklee is just that place to help you achieve your goals.
Side 2. We heard in our focus groups that there is a noticeable drop-out rate that leans on a notion that Berklee is “just a trade school” and thus students only need to stay for a short window of time to get the tools they think they need to succeed. On one hand some may get their big break while at Berklee, and some may not—but what a 4 year education does provide is a deeper understanding on how the other sides of the industry work, how to run a business, sound editing, leveraging and supporting connections (and more) that can’t all be taught in 2 years. Our concept goes beyond even what the title of the piece initially evokes to explain that a long and successful career in music isn’t isolated to just a singular breakthrough, but that it is a series of events strung together. A self-determined, life-long trajectory built with the agility to learn from failure and grow stronger through triumph—never wavering but always evolving. That’s how a Berklee education will help you breakthrough to your future.
Sound & Form. When crafting the printed viewbook, motion graphics, and other campaign materials we wanted to be bold in our approach to convey the concepts mentioned above. In doing so, we imagined the abundance of Berklee’s academic offerings through abstracted visual form. Four simple and distinctly unique patterns were composed to visually mimic the variable elements of sound. When isolated, each pattern works in harmony on the page. The full expression of “Breakthrough” is brought to life when you open the book and realize that the patterns that fill in the word “Through” are in fact coming from diecut holes sequenced to show each of the patterns through to the cover. This cacophony of form beautifully articulates the expression of sound, and the myriad thematic connections and potential opportunities found at Berklee.
The video above shows how eliding the emerging patterns with music, powerfully evokes our concepts intentionality.
Positive Growth. During year 1 the new message campaign gained traction, showing a significant increase in student interest in the school, including an expansive increase in application submissions. By year 2, the data showed a steady incline, yielding a larger number of students who attended past acceptance.
“It was a pleasure working with Jay on the redesign of the Berklee viewbook. His contemporary eye, unequaled design chops, and propensity for risk taking helped us create a truly peerless college messaging campaign, which we titled "BREAKTHROUGH." I have never seen such a stunning, boundary-pushing work not just be pitched but actually make it across the finish line. From Jay's immense creativity, which was certainly an inspiration to me and my creative team, to his warm, inclusive approach I can say unequivocally that Jay was a pleasure to work with—through and through. I would jump without hesitation at the chance to partner with him once again, should the opportunity arise.”
Evan Ozimek-Maier
Associate Director of Creative Services - Berklee College of Music
Diecut Magic; the power of print. The production of the book was uniquely intricate with the development of four custom diecut punches. To understand this printing feat, the videos showcase how the sequencing works. On each intro spread, a single pattern was placed to express attributes of the messaging. When you open up to the next spread, you can see through windows onto the next spread with another isolated pattern designation. When closed, you can see through to all the intro pages. The spreads closest to the cover needed to have larger gaps in order to show more of the patterning.
Another expression of the campaign was eliding the patterns within Berklee’s square logo tile.
The four patterns also distinctly expressed Berklee’s mission pillars.
Unexpected Turns. Throughout the book we featured moments that broke the typical grid, highlighting specific messaging with vertical spreads—physically making the handler rotate and turn the book (left and right) to read distinct messaging.
Finding the core of Berklee, for the curious at heart. In the center of the book we invited the viewer to follow the energetic patterns (in the center gutter of the book) to “break open” and learn more about the abounding academic offerings at Berklee. This was yet another engaging way to expression the theme of our message.
Final encore. On the inside back cover we took one last opportunity to engage with prospective students, posing a question “Are you Ready to Break Through at Berklee?” along with information on how to apply now. We heard this surprise ending really ignited a growing interest in the school, impacting the rise in applications submitted after our campaign launch.
Second Act. The visual system for the campaign was expanded in provocative ways with the development of a clear acceptance envelope that revealed “YES” on the folder when pulled out, subsequent series of inserts, and other corresponding matriculation materials.
Applications. The vibrantly bold patterning could be seen on other admissions giveaways and swag for incoming students, like hats, T-shirts and tote bags.
These are details of some of the diecut pieces used for production.
