Goldsmiths University of London
A campaign identity designed to connect arts and culture with a new audience.
Nottingham Trent University – voted University of the Year 2017 by the Times Higher Education awards – can justifiably claim to be a champion of the arts. The University curates a rich calendar of cultural events and its city-wide campus boasts a number of great arts venues, from contemporary galleries and grand concert halls to quirky and intimate performance spaces. Our challenge was to bring this broad ranging cultural offer to an equally broad audience, encompassing regular arts consumers as well as first-timers. Our naming solution brings the idea of curation right to the heart of the solution, whilst the design approach celebrates cultural diversity, juxtaposing imagery in often surprising ways. It’s a campaign designed to turn heads and prick up ears. See you in the front row.
“NTU had always struggled to communicate its arts and culture offer to audiences in a compelling and meaningful way. It was a complex challenge with a number of important stakeholders to take account of. Baxter & Bailey navigated this challenging brief brilliantly, not only naming our culture offer but also designing an arresting and singular campaign identity. Bravo!”
Our Curated & Created campaign identity launched to a new intake of undergraduates. In total, over 28,000 students studying across four city-wide campuses engaged with the campaign. Following launch, the hugely talented design team within NTU continue to implement the campaign as it rolls out in print, digital and within venue environments.
A special thank you to David Penney for inviting us to deliver our very first project for Nottingham Trent University. What a lovely job to kick off with. And thanks also to Helen Garrigan for helping us to steer a path through the rich and diverse NTU cultural offer.