The Office of Alumni & Development approached The Office of Marketing & Communications about a traditions piece that would allow students to collect memories of their participation in Drake’s traditions. Our concept was a book, which had images and descriptions of the traditions, but space for students to include their own memories of each tradition. Each student would get a book as a freshmen, and hopefully by the time they were seniors, their books would be full of memories. Seeded in tradition, but with a young audience in mind, I created a 128-page book with bright colors from Drake’s identity system, a flip-book animation as an “Easter egg” bonus for participants, and a special custom Bulldog argyle pattern. We wanted The Bulldog Book to elicit an air of exclusivity, which would hopefully attract students to participate, so we produced only 1,000 books and each one was numbered to prove the limited run.