Genovese Coustenis Foster is among the nation's finest marketing and graphic design firms working in the education market. When GCF set out to help La Salle University implement a critically important fundraising initiative, they hired me to help do the research, write the report and recommendations, present findings to the La Salle board, and write the flagship publication, entitled Shoulder to Shoulder. The brochure is designed to develop the core themes of the institution in two ways: through the eyes of faculty and alumni and through a presentation of the fundraising goals themselves. It opens two ways, too, and copy had to be written in two distinctive styles. Design by GCF.