University of the Arts London
University of the Arts is Europe's largest specialist arts and design university, with close to 19,000 students from more than 100 countries. Camberwell, Chelsea and Wimbledon were looking for campaign materials that would translate into a new prospectus and short courses guide. More+
These three renowned colleges, referred to and identified as CCW are the ones that offer most closely the idea of art college training within UAL. Research had also suggested that internally and externally there was little awareness of CCW as a complete identity.
Therefore the brief for the undergraduate/postgraduate prospectus, short course guide and degree show campaign had to enable each college to have its own character and voice whilst being part of the whole scheme. Consideration had to be given to ensure the materials felt like an art college but display information clearly and unambiguously. We placed focus on the student’s work by curating their images to drive the content. Recognising the aspirations for students from the UK and overseas also needed to be acknowledged in the design.
Using CCW as an abstract signifier enabled the materials to have a common thread but appear slightly different depending on the target audience. It’s letterforms were made from the four colour print process, CMYK, common to courses from all colleges and so surprising shapes could come through.
The design of the materials in full has enabled CCW to push the campaign hard and with attitude.