Over the past two years, the Jefferson Scholars Foundation at the University of Virginia has worked with Journey Group, a longtime design partner, to recast and reimagine their annual report for their diverse community of supporters, students, and staff.

Understated elegance meets bold ideas

Journey Group’s designers tackled the organization of each book and the relationship between the many page sizes, assessing what content was hidden and what was visible from form to form.

The multiform design was chosen not because it was trendy, but because it expressed the Foundation’s style: understated elegance meets bold ideas. A reader sees a sophisticated cover and opens it to find an engaging surprise in the variety of forms.

Custom content and art direction

With the expanded form factor, the design team could entertain more white space for the content. Big, beautiful quotes, with ample breathing room, were sprinkled throughout, so that the words were given more weight. The creative form of each book was also influenced by content strategy, with the team’s strategist determining new ways to use recurring stories and selecting quotes from scholars, fellows, and the Foundation’s president to introduce each section.

Journey Group also shot the photos throughout, using custom and art-directed imagery to complement the design. The photography communicated an aspirational mood, with sun flares and warm tones, showcasing how the architecture of the Foundation intentionally creates a beautiful space for students.

“Journey Group helped us take it to the next level with an innovative design and format. We received countless emails, phone calls, and notes in the post about how sharp the publication looks, and we could not be more pleased with how it turned out.”

Joyce Carman, Associate Director of Undergraduate and Graduate Programs, Jefferson Scholars Foundation

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