The Brief

Entrepreneurship Institute (EI) Director, Julie Devonshire, has continuously championed university students, staff and alumni to develop and demonstrate their disruptive thinking and problem-solving skills.

EI’s core belief is that everyone can be entrepreneurial and that these individuals, through devoted problem-solving, have the ability to spark a brighter future across all areas of work.

However, to achieve this goal, several challenges had to be addressed. The institution had noted that there was inconsistency in events, low attendance, lack of gender diversity, and competition with other facilities. These concerns had led to a lack of engagement with the institution, and IE was not reaching its maximum potential.

It was imperative that through both welcome week and the academic year, EI and its Festival of Disruptive Thinking (FoDT) had a distinct campaign that catalyses engagement about the faculty’s dedicated integration into the real world of entrepreneurism.

Additionally, the creative piece had to demonstrate how EI’s teachings provided transferable skills across all areas of mindsets of education.

The Approach

King’s admired our previous work with the institution so much that we continued to extend our research into the creativity related to Richard Hamilton. The artist’s work ignited inspiration to represent the festival through collage.

Through a mixture of paper cut-outs, pasted atop each other and varying textures mixed together, the collage brought on a multiform of layers rich with detail. This emphasised the diverse representation of areas networking through EI; whilst boldly identifying the festival as something new and exhilarating.

It was crucial to keep to the visual identity that the college represented itself through, emphasising the prestigiousness of the university. The distinct colourway, layout and photography, alongside the variation of altered and unchanged imagery, united the old with the new. Reactively, this heightened the layering of the composition, bringing finesse, equivalent to the other campaigns.

Through audience research, we found that students were uncertain on how transferrable the skills taught through EI would be. For example, would the skills learned through the courses apply to the diverse institutions they were to engage in after university?

We addressed this concern by building a design system that could expand, interchange and evolve throughout the campaign’s duration. We achieved this through varying collage designs, representing a wide array of individuals and jobs. The collage emphasised how EI caters to all scopes of entrepreneurism, whilst the distinct visuals hooked the audience’s attention immediately.

Taking the piece one step further, we also designed banner, print and social media assets. This maximised the campaigns reach, allowing it to circulate across all mediums and platforms, not just in-person events.

Though each separate design represented a unique individual and employment sector, every iteration of the creative consistently shared the same visual identity and core values the EI wanted to present to its audience.

The Outcome

The response to the creative piece was a fantastic success for EI, as the visual identity firmly ingrained itself throughout the university, both in physical and digital media.

The longevity of the campaign is also in a positive space, as we had already established the foundations of the design. EI can swap out photos dependent on whom EI want to represent in the festival in that academic year.

The Inspiration

The Outcome