Our assignment was to create a fresh picture of the world of Johns Hopkins undergraduates—to erase perceptions, re-enforced by focus group studies, of overworked students living in an uninviting city. And we wanted our viewbook to stand out from the rest. The red wire grabs attention while the stark cover beckons the reader inside. Huge photos of a green and friendly campus—and many photos throughout—help ensure the reader that rigorous can also be fun. The viewbook design set the style for all subsequent admissions materials.