CCA Admissions Zine

[print] [publication design]

Creative direction and design of CCA’s Undergraduate Zine: Learn how to Apply to California College of the Arts

Creative Direction and Design Julian Parikh
Content, Strategy, and Planning Stephanie Smith and Joyce Alcantara

Copy Jackie Mantey
Photography Nicholas Lea Bruno
Project Managment and Editing Nikol Plass

At California College of the Arts (CCA), our admissions counselors identified a critical knowledge gap among prospective students: a lack of clear, authentic insight into what it really means to attend an art and design school In San Francisco. While this audience had already shown interest in pursuing a creative education, many were still unsure of what made one institution stand out from another, and what real outcomes they could expect. We set out to close this gap with a publication that was more personal and purposeful.

Concept

The result was a pocket-sized, visually rich “zine”—a bold departure from traditional higher ed print collateral. CCA’s intentionally designed zine, reflects the art school ethos: experimental, visually compelling, and student-focused. The editorial voice is conversational and inspirational. The content highlights the benefits of living and learning in the San Francisco Bay area, student, faculty, and alumni features, our unique curriculum, career outcomes, as well as illustrated explanations of the financial aid process.

Creatively, the piece blends design and storytelling, mirroring the CCA experience. Every visual element was considered—hand-drawn illustrations, collage aesthetics, dynamic type, a mix of film and digital photography, and textured backgrounds—to create something tactile and memorable. Editorially, we leaned into authenticity, such as student quotes and actual ROI data around financial aid and career outcomes.

The zine was developed with the admissions team’s travel needs in mind. It fits easily into your pocket or the back of a sketchbook, making it an ideal conversation starter during recruitment events. More importantly, it has become something students want to keep—a small, meaningful keepsake that helps them imagine themselves as part of CCA’s creative community.

"The zine is a hit with our Admissions Counselors, it’s a perfect balance of being clear and legible, while looking vibrant and fun. All the hard work absolutely paid off. This is something that the team is really excited to be able to share with students."

— Columbia Shafer, Director of Undergraduate Admissions

Design Strategy

"Show not tell" is our modus operandi. Our approach to this project was all about creating something that feels fresh, approachable, and inspiring. We wanted readers to not just get information, but to feel a sense of belonging, or a call to join our community, as they flipped through the zine.

From the start, we focused on telling a clear and intentional story. The flow takes you on a journey—from understanding the school’s mission and vibe, to imagining yourself as part of the community. It’s designed to build connection and excitement, while still delivering the practical information students and families are looking for.

For all of our undergraduate recruitment materials, we lean into a bold, playful design style that reflects CCA’s creative energy. Clean layouts, thoughtful use of white space, and a balance of text and imagery help guide the eye without overwhelming it. The color choices are bright and optimistic, and the type feels modern but friendly—just like the school.

Every visual element was chosen to support the story: student work, campus life, and even class descriptions are all framed in ways that invite curiosity and showcase creativity. The mix of hand-drawn and digital elements mirrors the real-world blend of craft and tech that defines the CCA experience.

In the end, it’s all about connection. This zine uses visual storytelling not just to share information, but to help prospective students see themselves in the CCA community.

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