The Story
FULL TUITION, HALF VISION
Capitalizing on College looks at how many tuition-driven colleges have started to act more like businesses—prioritizing revenue and competition over their original educational mission. Through interviews with over 150 college leaders, the book uncovers four main ways schools are trying to stay afloat: growing endowments, expanding outreach, building networks, and scaling quickly through online programs.
MARGIN CALL
Client brief: Design a book cover that highlights the push-and-pull of mission vs. margin—like trying to run a university while someone keeps stealing your stapler. The visual tone should be clean and modern, without feeling overly academic or traditional, avoiding clichés like graduation caps or diplomas.
MISSION POSSIBLE
The creative direction for Capitalizing on College focused on the tension between purpose and profit—exposing what lies beneath the surface. Metaphors of disruption and unease: ladders to nowhere, cracks in the ground, shredded currency, and watchful eyes were explored. The goal was to capture complexity without leaning on academic clichés. In the end, a chewed pencil became the defining image—simple, human, and full of nervous energy.
Client: Joshua Travis Brown
Services: Creative Direction, Design
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