360º student recruitment campaign:
University of Reading

This was part of 3 years of work that I led for the University of Reading, including their brand refresh. I have led loads of branding and integrated student recruitment for Universities (most recently the University of Portsmouth, which has just been highly commended at the European Transform Branding Awards). My roles have involved leading creative, art direction and developing in-depth brand strategy work.

The first year of this work led to a 17% increase in open day attendance. For the first time in its history, Reading had to close applications to its open days. Applications for 2015-16 were up 23%, against a nationwide decline of c.2%. Reading zoomed into the top 10 universities in the Youth 100 – the UK’s top brands according to 3,500 18-24 year olds. Our Reading work won a couple of design and branding excellence and effectiveness awards including Transform and the coveted Gold Heist award.

My role was pitch direction, content and delivery, creative strategy, creative direction, photography art direction and copy concept/copywriting. I worked with a small team to implement and roll-out, including freelance help when needed. Came up with the core idea one Saturday when my mum and dad were visiting. Awkward.