University of the Arts London
Words and pictures to stop London’s creative commuters in their tracks.
A brand campaign that puts the offer – MA level study at one of London’s most prestigious education institutions – right at the centre of the solution.
Sector
Education
What we did
Discovery & Definition
- Audits
- Consultation
- Workshops
- Interviews
- Brand proposition
Design Development
- Creative concepts
- Messaging and tone of voice
- Brand expression
- Campaign communications
- Campaign identity
- Content creation
- Digital expression
- Print design
- Art direction
Delivery
- Brand guidelines
- Brand toolkits
- Brand activation
- Artwork
Context
If you’ve ever been a commuter during rush hour on the London Underground network, you’ll know that it’s not only a physical assault course: it’s a visual one, too. This was the context for our brief: to create a campaign to promote the amazing range of postgraduate courses delivered by UAL.
Baxter & Bailey delivered a stunning and very creative campaign. I would recommend their consultative and collaborative approach. They have a strong desire to get it right for their clients and are a joy to work with.
Solution
To communicate the breadth of courses available – as well as the generous funding available to successful applicants – we focused on the stunning work produced by existing MA students, curating a series of graphic, powerful studio shots of their eye-popping course work. Rather than competing with this rich imagery, our campaign messaging confined itself to single word expressions, each containing a hidden reference to the postgraduate degree qualification: MA.
Impact
Our aim was to use dramatic photography and simple wordplay to stop commuters in their tracks. And the campaign was successful in doing just that, with record numbers of applicants considering paces on UAL’s sought-after courses.
Special Thanks
It’s always exciting to see our ideas out in the world, especially when the project output includes huge posters for the Underground! So thank you to Helen Anderson and the team at UAL for having faith in such a simple and bold solution.
