We took part in a competitive pitch, where we undertook research into the University’s strategic priorities and the language, context and competing messages being used by competitor institutions. Our research revealed that Gen Z have gone through a rather unsettled few years. Based off this, we felt the target demographic would likely be feeling fearful or uncertain. So we wanted to make a campaign that positioned Suffolk as a University which embraces change and all its opportunities.

This led us to our campaign concept “See it your way” – a concept centered around empowering the audience not to feel like a victim of change but to take ownership of their own view of the world.

One of the mechanics around our campaign messaging was to highlight the different ways you can change your view, using words like ‘Zoom out’ and ‘Get closer’.

We visualised this concept with a typographic system which framed the campaign imagery with the key messages. The photography focused on both people (students) and place (the University).

We showcased how the brand campaign concept could be used across both digital and static outputs, including using an online prospectus using our Unbound digital document product to make the University stand out from the competition. This also supported the development of the campaign for international recruitment as it enables the content to easily be tailored to suit the specific needs of the audience, using relatable imagery and content topics relevant to this group of students.