MICA Admissions Packet

How can a piece of city history transition into a university’s contemporary communications?

Created for the Maryland Institute College of Art  / Recipient of a Certificate of Typographic Excellence from the Type Director’s Club

Overview

The Maryland Institute College of Art’s Undergraduate Admissions department faces the annual challenge of convincing potential students to select MICA as their university. Undergraduate Admissions must also coordinate information across multiple departments at MICA and ensure a smooth and hassle-free process for potential new students. Therefore, the design approach had to simultaneously generate excitement, streamline information, and make MICA stand out among other universities.

Founded in 1929, Globe Poster was one of the nation’s best-known showcard printing companies. Globe brightened city streets and telephone poles with posters for top R&B and rock acts like James Brown, Otis Redding, and Ike and Tina Turner. In 2011, MICA acquired this historic collection of letterpress cuts and wood type and established the Globe Collection and Press at MICA, an educational resource and commercial press.

Process

MICA’s acquisition of this vast collection of wood type and posters presented a unique opportunity for this project. The admit packs uses the design vernacular of the Globe poster collection: large gothic-style wood type, bubbly cutouts, energetic lettering, and fluorescent ink. Careful consideration was also taken into the design and printing of these pieces to ensure that a single template could be pre-printed and easily customized for different admission needs, such as early decision and transfer students, all of whom have different requirements and deadlines for materials.

Outcomes

The admit packs have succeeded in featuring an important and historic part of Baltimore city, streamlining the acceptance process among multiple departments, and generating excitement for applicants accepted into one of the top art universities in the country.