Going to University is one of the most stressful of all page-turning events in our lives. Social psychologists point out that humans are deeply wired for the present and struggle with long-term plans. Yet this is what happens to anyone who chooses to go to University. Facing such a decision with long-lasting effects, it is no surprise that people look carefully at all their options, hoping to make an informed decision.

Pittsburgh University Admissions Office's mission is to allure and attract prospective students to their schools. They know firsthand how stressful a life event like this can be. To relieve doubts, they decided to overhaul their digital presence to help them make the case why Pitt would be the perfect choice for any student about to go to college.

Superfriendly's team decided to push things a little further. With a target audience that sits mostly in the Gen Z cohort, we dove into their culture, looking to borrow some of their visual tokens. Our solution was to level up the visual language, amplified by illustrated tongue-in-cheek characters representing iconic aspects of Pittsburgh and campus life.