The California Culinary Academy, part of Career Education Corporation and the Le Cordon Bleu family of culinary schools, needed a new sales piece geared towards a young demographic of graduating high school seniors and community college attendees deciding their career path. The piece needed to serve as an academic catalog and a promotional brochure covering the academy's Culinary Arts, Baking and Pastry, and Hospitality & Restaurant Management programs.

Used as part of a fulfillment kit for student prospects responding to our extensive new advertising and direct marketing campaign, the catalog needed to be informational and aspirational. This design job called for a high-end brochure with elegant new photography, a sophisticated yet modern look, success stories from past graduates, and an overall sense of quality and opportunity. It needed to make a huge impression.

Special premium inks, choice paper stock, and a spot satin aqueous varnish as part of its high-quality finishing all played an appropriate role in producing a quality piece that conveyed the impression the academy sought and proved instrumental in securing prospects' enrollment.

The lead generation campaign utilized direct mail, print and online advertising, television commercials, and an educational video to promote the California Culinary Academy (Le Cordon Bleu College of Culinary Arts in San Francisco) and recruit future culinary stars. Those who responded received the scrumptious new catalog.

The school’s website also underwent a significant overhaul concerning overall design, user experience/interface, and functionality.