A Unique Perspective

YMC were at a tricky stage in 2016 - they had the elements of an outdated brand but were needing a prospectus with a modern appeal. As well as this, the document needed to bridge the gap between a future merger and a respected past. 

During our early discussions on the project, two unique sides emerged. One that is rooted in community, and the other as an academic institution on the rise. To illustrate these two qualities a pattern of experiences runs throughout the prospectus. Most of the images used in the pattern are purely 'snaps', similar to what you may expect to find in a family photo album, and although these could be easily overlooked, we came to consider them essential in communicating the distinct lifestyle of a YMC student.

YMC students take part in a variety of contexts, however a particular importance is placed on study weekends which often feature busy meal times, in-depth teaching, and quiet moments of prayer and reflection. A student's life is very much shaped by this pattern of busyness and quiet and so the imagery needed to reflect both.  

The layout of the pages was first constructed through a distinct flow based on prose rather than a strict grid. This loose pattern is also contrasted with larger images that I shot on one of the YMC weekends to formalise the organisation's intentions as a source of high quality teaching. 

The end result was something I was very glad to have been a part of, and proved to be a very rewarding experience for both client and designer:

"I was delighted with Michael’s competitive price, attention to detail, skills in photography and design, and above all by his capacity to listen creatively. Michael paid real attention to where we were headed and what we wanted to achieve. The resulting work helped us to name what was emerging in our organisation at that time and led to a finished product well suited to our needs."

- Mark Powley, Principal