The University of North Texas publishes a viewbook every year that acts as the flagship publication for all of its first-time-in-college (FTIC) recruiting campaign efforts. Everything from the tone of messaging, deep content, photography, and even print coatings were chosen based on university brand, research, data analytics, and even human intelligence in the form of focus groups and impromptu conversations with the target audiences.

UNT has a very unique culture and brand story, even among Texas universities. It was a key objective to communicate the vibrance of the university, students, faculty and staff on every page. This would be accomplished through every aspect of creative direction, visual or written.

The general direction of the book was to serve almost as a tour of the university, Denton, and the Dallas-Fort Worth area in a story-like fashion that would mirror the student's experiences from first day through graduation and into the workforce.

A major part of UNT's special identity is its location in Denton, Texas. Denton and UNT have a shared culture: quirky, independent, fun-loving, and ambitious. As that shared culture is vital to the UNT brand and experience, it was a given it would be reflected in its own spread and in supporting photography throughout the book and recruiting campaign.

In line with the story and experience-based direction, the section of the book dedicated to degree programs showcased the kind of hand-on, boots-on-the-ground learning experiences and facilities available to students.

To cap off the section on degree programs, the book referenced the UNT Career Center and the university's very close proximity to Dallas and Fort Worth. This capitalized upon both the metropolitan status of the area and the high growth rate of jobs in the area.

Though often overlooked, special attention was paid to admissions requirements, especially considering the recent change in the scoring system of the SAT and competitive nature of Texas college admissions.