College fairs have become a surprisingly fertile source for recruiting student prospects. High school students come face to face with DBU admissions counselors who do their best to make the prospect feel encouraged by the academic, athletic and social qualities that make DBU an outstanding educational experience. Counselors expressed a need for a brochure that would not only track the conversation with prospects at the college fair table, but also serve as a leave behind to remind them of DBU’s winning qualities – and, ultimately, inspire them to apply.



Peterson Ray & Company was a natural choice to develop such a brochure, having designed most of DBU’s recruitment pieces for the past decade. Working with Dr. John Borum, Assistant Vice President for Undergraduate Enrollment, we set about to create a design that immerses the student prospect in the spirit of the DBU experience through carefully selected photography. Limiting the design to one image per spread, except on the two pages that discuss the amenities available in the Dallas area, we let the photos do the selling. Copy was kept brief and the type was designed to create a hierarchy of critical information – culminating in a successful piece by any measure.