The viewbook for Phillips Exeter Academy is a good example of how long a strong piece with strong distinctive branding can last. With occasional updates, this book has been in service for more than 12 years.
The book is built from distinct blocks—different ideas that conceptualize and capture different categories of information. Student profiles, for example, use first person stories and “photo booth” portraits (the original selfie!). Academic departments use a kind of baseball card structure, inviting students to collect them all. The college admission story uses branded pencils from the many colleges students choose.
Every page is a surprise, every spread works at a glance, but also rewards the reader who spends time investigating more deeply and strengthens their interest. In our view, that’s exactly what a viewbook should do.
See also: Go Big Red