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Redesign of the visual identity of the University of the Creative Arts Career Hub
The Client
Deliverables
Timeline
Software
Challenge
The university's Careers Hub faced challenges in gaining recognition and raising awareness among students about its services. Lacking a distinct brand identity, it struggled to effectively engage students and promote its events and offerings. As a result, many events went unattended simply because students were unaware of them. In addition to a rebrand, the Careers Hub needed a comprehensive visual identity system that could be used to promote events and campaigns more effectively.
Solution
I began with the concept of a "career" as a foundation, expanding on its meaning to convey themes of transition, flow, movement, and growth. This led to the creation of a dynamic, wave-like effect that extends from the logo I developed. This moving wave effect could be integrated into all marketing and promotional materials, reinforcing the brand's identity. Motion design played a crucial role in the project, enhancing promotional efforts on social media and digital screens throughout the university campus.
Obstacles
The university already had a well-established brand identity, developed by SPIN Studio in London. The biggest challenge was creating a visual solution that seamlessly integrated with the existing identity while remaining distinct and recognisable. This required navigating certain creative limitations, such as predefined colour palettes and typography choices. It was crucial for the proposed design to gain approval from senior creatives within the university, which involved extensive communication and iteration with the client to refine and strengthen the final design.
Outcome
The project outcomes included a comprehensive branding system, along with event advertising materials. Additionally, I explored how this design could be integrated into the user experience of the university's website and other digital services in the future.
