Working in collaboration with members of the Plymouth College Of Art Brand and Communications team, I created the artwork and materials for use across the higher education institution's 2016 Clearing campaign.
Results day can be a very stressful time. Depending on your results (whether better or worse than you expected) your future can be uncertain.
This campaign ran in direct contrast to many other university and college Clearing campaigns, which predominantly utilise messages of urgency, such as 'IT'S NOT TOO LATE' and 'LIMITED PLACES - APPLY NOW'. Our campaign instead aimed to use messaging which put the control in the prospective student's hands - 'It's your choice to make'.
The lead artwork had to reflect this message of positivity, working from references as diverse as new aesthetic internet art emerging on places like Instagram, and contemporary fashion branding, I worked in a pastel palette of calm and positive colours. The graphic itself had to be hyper flexible. This versatility gave us the freedom to create a design and style that worked as well in A5 leaflets and printer application as it did when a small detail was blown up to fit on large scale building banners.
Results day can be a very stressful time. Depending on your results (whether better or worse than you expected) your future can be uncertain.
This campaign ran in direct contrast to many other university and college Clearing campaigns, which predominantly utilise messages of urgency, such as 'IT'S NOT TOO LATE' and 'LIMITED PLACES - APPLY NOW'. Our campaign instead aimed to use messaging which put the control in the prospective student's hands - 'It's your choice to make'.
The lead artwork had to reflect this message of positivity, working from references as diverse as new aesthetic internet art emerging on places like Instagram, and contemporary fashion branding, I worked in a pastel palette of calm and positive colours. The graphic itself had to be hyper flexible. This versatility gave us the freedom to create a design and style that worked as well in A5 leaflets and printer application as it did when a small detail was blown up to fit on large scale building banners.
In addition to online promotions, newspapers and magazines, the four main local applications for the design were a set of front-of-building banners, Adlift graphics in Drake Circus shopping centre, bus shelter posters and five large scale department store window displays and vinyls in the centre of Plymouth based on my design.
Video created by Round One Films
Phillip Buchan, Press and Communications Officer at Plymouth College of Art, said: "It was a pleasure working on this campaign with James and he obviously thrived working as part of such a busy team. He brought so many original techniques and ideas to his work, and used them with such versatility, that he was a perfect fit for collaborating with an arts institution that needs to impress creative practitioners internationally in order to recruit students."
James Usill 2016
