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Dean’s Report

Columbia Business School
Dean's report cover and spread
RibbonAward Winner

CASE International Circle of Excellence Awards, Admissions Marketing Report Awards, AIGA New Orleans Chapter

To kick off a major fundraising effort for the Meyer Feldberg Distinguished Fellowship Program, Columbia Business School asked Zehno to create a report-style brochure that illustrated 15 years of progress under retiring Dean Feldberg. The fellowship program will annually provide full tuition to a select group of entering Columbia Business School students, who will be chosen for their academic achievements and their potential for leadership.

Strategic Approach Drives Design

Dean Feldberg has been described as the personification of the New York spirit — vibrant, enthusiastic, aggressive and strong-willed. According to one observer, “I’d buy and hold FELD if it were trading on the NYSE.”

Zehno used Feldberg’s distinctive personality as the strategic core for the book. His style — instantly recognizable to the book’s audience — was carried through the piece using his bold graphic signature, hyper-bright colors, and at-a-glance charts highlighted by Sharpie-like underlines and circles. To support the school’s brand identity and strategic mission, copy segmented the dean’s accomplishments into categories built around attribute keywords. To convey the continuous forward motion spurred by the dean’s leadership, designers created dramatic layouts using saturated and motion-blurred photos.

Dollars Follow

Upon completion, the School mailed the report to alumni and opinion leaders, covered by a letter from Dean Feldberg asking for their support. Less than four months after publication, more than $10 million was raised — a return on investment of more than 4000%.