The Red and Black is a pride and traditions book created annually by the University of Cincinnati Student Alumni Council (SAC). The book is used as a recruiting tool for the university and distributed to freshman during fall convocation and throughout welcome week. My goal was to enhance the Red and Black by creating a retro, vintage feel to appeal to both students and alumni. The 96-page Red and Black includes a brief history of Cincinnati and the university, a summary of traditions and campus myths, an overview of student life, a campus tour, and much more. The book was printed in the summer of 2011 and handed out to freshman at convocation. Although freshman used the book as guide to the university, I recognized the opportunity we had for alumni to experience the books as well. Because of this, we decided to sell the books at alumni events throughout the year.