Loyola Law School, with its vintage Frank Gehry-designed campus in the heart of downtown Los Angeles, and its focus on social justice and ethics, is unlike any other law school. So when Pentagram was given the challenge to design a new admissions brochure for LLS they took the opportunity to create a unique kind of viewbook for the university.

The designers made the case to the LLS admissions team that in order to stand out in a competitive field—and more importantly, to be more effective in a crowded college night auditorium—the viewbook needed to go against the current trend of fewer pages and less content. Instead of the 12 pages of glossy, unrealistic photos and minimal text that LLS had published previously, they proposed an 80 page perfect-bound book, printed on uncoated paper, that is chock-full of content.

The cover lines of the new viewbook state "The Case for Loyola, Ten Reasons to Choose Loyola Law School, Los Angeles," and the ten reasons are spelled out on the cover: 1. Sense of Community, 2. Breadth and Depth, 3. Experienced and Accessible Faculty, 4. Invested Alumni, 5. Learning Outside the Classroom, 6. Dynamic Location, 7. Commitment to Diversity, 8. More than One Path, 9. Focus on Social Justice and 10. Hit the Ground Running. The book's ten chapters are organized around those ten core reasons. Each chapter makes the case for Loyola Law School in a quick and convincing manner.