‘This Your SU’ Campaign for UWL

Creative direction, Brand strategy, Logo design, Poster design, Social media design, Art direction, Photoshoot production

OVERVIEW

The National Student Survey (NSS) is an annual national survey that asks students in their final year of study about their experience of university. The university’s league table position had fallen from 50th to 83rd as a result of a 6% decline in overall student satisfaction indicated by the NSS.

I was brought in to implement a creative campaign to help boost the ranking in the upcoming year's survey. I worked closely with the Student Union to develop brand identity for the initiative with a coordinating poster and social media campaign. We planned to showcase the students and their positive experiences across the campus. We used the vibrant colors of the surrounding streets as our backdrop for the portraits and interviewed the students to gather quotes that would feature alongside their images. After scouting a few key locations, we faced the challenge of photographing all the students against their coordinating wall before losing the light on a series of December days. I guided the team to success through careful planning and great communication with everyone involved.

Post-shoot I recreated the quotes in a painted typographic style and overlayed them on the imagery. We used this painted-type style on decals around the building in a nod to street art style. We rolled out the graphics on social channels, starting with a teaser campaign. The bold visuals decorated the stark campus ahead of the students' return in the new year, in readiness for the survey.

THE IMPACT

feedback from the UWL client:

Before: The result for UWL was 79% and a ranking of 114 in the UK.
After: UWL has significantly improved achieving a score of 87% and a ranking of 17 in the UK which is astonishing

Before: The SU received a score of 74% and an overall ranking of 2nd in the UK.
After: We have improved by 4% to achieve a score of 78% and an overall ranking of 1st in the UK

CLIENT: University OF WEST LONDON
Photography: Joe MCGORTY