Princeton University’s alumni engagement and fundraising office looked to Thinkso to design a printed report documenting the impact of the first year of its mission-driven “Venture Forward” campaign. Entitled Dare to Venture, the report is structured around a series of “what if?” questions that probe the University’s unique approach to the liberal arts and highlight the campaign’s accomplishments to date. Using premium materials and printing techniques, the oversized volume was engineered not only to make a strong initial impression, but for maximum staying power, engaging constituents with its impressive physicality and engaging storytelling.

“The striking design was integral to successfully telling the story of the campaign’s first year—and emphatically set the tone for the next three to come.” Lisa A. Burke, Director of Design, Princeton University Advancement Communications

The report’s high production value, materials, and finishes reflect Princeton’s reputation as an institution of higher learning and “speaks the language” of its sophisticated audience. The lightweight dust jacket carries the title and campaign branding—adding dimension, interest, and a high quality sensibility. Its intricate chevron die-cut and the concentric motif that shows through tie back to the Venture Forward campaign identity.




A handful of common components combine from spread to spread. They include a consistent position and treatment of the “what if?” question, the use of QR codes to sync to a variety of videos and other pertinent online content, as well as bold statistical claims to reinforce the message. As a nice surprise, the inside front cover of the dust jacket flips out to serve as a mini table of contents for the report.








The report’s magazine-like spreads are energetic, inviting, and hold the reader’s attention. They highlight sidebar stories, introduce alumni and student quotes, and reflect the vibrant spirit of the university and campaign. Additionally, the oversized format communicates confidence, stands out in recipient’s mail and is much harder to throw away than a typical brochure.