UCA Campaign

This campaign arrives at a pivotal moment for the sector, as universities face growing financial and political pressures. Reframing creative education as a strong, future-ready investment, the campaign objective is to strengthen UCA’s position as one of the UK’s leading, industry ready, arts and creative universities.

Built out from strategy through to execution, HS developed a positioning, messaging strategy and visual language which champions the creative sector and the future makers of tomorrow. A new manifesto presents creative careers as skills for the future and highlights their cultural, social and economic importance.

Working closely with the organisation, HS has devised a new visual language for the University. A bold typographic approach coupled with a vibrant colour palette, encompassing the signature green, define a strong new visual aesthetic to carry the manifesto style messaging. The use of the Garage Gothic typeface evokes a sense of urgency, while Suisse Int’l is used for secondary messaging. A distinct, yet flexible visual system encompassing outdoor print, digital and motion for TV.

Art Direction adopts a portrait-led approach, featuring and celebrating the students themselves – capturing the qualities of their personalities in imagery which heroes each individual’s unique stance. Cast from across the university campuses, all wardrobe is deliberately the student’s own, with support on the day from stylist, Harris Elliot. The campaign was photographed by Julian Broad.