Context is Everything 

Initiated in 2004 umbrella worked closely with Massey University SOFA staff to produce this highly functional promotional booklet.

Distributed throughout NZ to prospective post-graduate students this little A5 thoroughly outlines the school, its facilities and each individual staff member. Full-bled images are reversed with biographical and contextual information and the complete product is self-contained in a sturdy die-cut embossed hardboard cover, bound with a rubber-band.

User interaction alternates as the right hand spine is perforated and the object can be used as a traditionally bound book or the band can be removed to reveal 20 individual postcards ready for display.

SOFA staff were promoted individually, each card profiling their most recent career highlights and research outputs. Three Faculty cards promote the schools unique Wellington campus features including on-site gallery, research initiatives and residency programmes.

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