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UCA Careers and Professional Practice Hub
Branding & Visual identity
During my final year at the University for the Creative Arts, I submitted a successful proposal to update the branding of the university's Careers Hub. This was part of an open competition, with multiple students participating, and my proposal was selected, leading to an internship within the careers team. Throughout this internship, I collaborated closely with senior university staff to enhance the branding and social media presence of the Careers Hub, making it more visible, accessible, and engaging for both students and alumni.
Client
University of the Creative Arts (UCA)
Role
Lead designer
Location
Surrey
Brief
Redesign of the visual identity of the University of the Creative Arts Career Hub
What was the 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.
What was the 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.
What were the project 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 recognizable. This required navigating certain creative limitations, such as predefined color 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.
The project outcomes
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.
