Creative Triangle has used the following skills/services in the project.
We were delighted to be entrusted with the implementation of the new brand across all the Careers and Employability Service campaigns. Working alongside the main University brand guidelines, they had developed a set of elements and tools to ensure all Careers and Employability Service communications had stand out and talked to their audience. There were four core elements to the communications: messaging, imagery, flying tiles & colour. By combining these in the right way, we were able to produce creative assets that were both varied and effective, and distinct from each other whilst being cohesive.
The Solution: Working with the lead branding agency for the University, we were asked to carefully construct compositions to target particular subject areas / sectors, and the creative flexed to be focused, broad or diverse depending on the piece. We selected imagery, designed and artworked the new identity across a large suite of marketing collateral including brochures, posters, postcards, pull up banners, digital banners and more for 18 different careers fairs, drop in sessions, events and student communications. In the space of 2 months we created 294 pieces of artwork ranging from a 60-page handbook to email banners, all following the Careers and Employability branding guidelines.
Our Approach: Each of the events / fairs had a different set of deliverables – a combination of print and digital formats and had a different theme, content and approach to imagery. We met the brief by developing a clear and detailed schedule and blocking out time in our studio to continuously work on the different elements over 2 months. We created a specific process that started with our designers making image selections including a combination of stock, abstract and the university’s photo library images over mood boards for each event or topic. Then we worked on the flying tiles layout on one element - normally an A3 poster. Once the imagery and flying tile locations were approved, we would then artwork all the other elements for the event. Our overarching aim with the messaging was to inspire and inform students and through a simple and consistent messaging structure we delivered impactful pieces with a clear call to action.
The Impact: The objective of the project was to raise the profile of the services and communicate to students the opportunities and events available. We can measure the success of this project through the increased attendance to the events (+ 15%), increased hits to their website and increased app downloads on previous years. There is also the longer-term measure of success which includes the results of the National Student Survey and how the Service has affected the employability of their graduates. Due to the success of our work on Careers and Employment in 2017 we were asked to repeat and update the project in 2018 and 2019.
We have adapted our approach to communicate the Careers and Employability Services offering to students in 2020/21. We have created a series of digital banners, email sign offs and social media assets as well as rethinking their printed handbook as an interactive PDF. The handbook includes hyperlinks and navigational bars to maximise the usability of the information.
Carla Froggatt, Marketing and Communications Officer at the University of Nottingham says “Creative Triangle have collaborated with us on many projects and have been integral in helping us to implement the new University brand across the Careers and Employability Service. They are adept at producing high quality work in large volumes; always pulling out the stops to meet our deadlines, which were often quite challenging! They produced designs for all of our fairs, and we are delighted to have seen an impressive increase in attendance. When asked about our new visual identity, students have been very glowing, describing it as ‘eye catching’, ‘striking’ and ‘engaging’.”
Evidence of the delivering creative excellence:
• Campaign to highlight their advice services
• Large and varied target audience
• Many complex stakeholders
• Key to overall business objectives’ success
• Surpassed our client’s expectations
• Positive feedback from users
• We have been able to build on the project’s success – led to further projects year on year
• Value for money in designing and artworking items
• Collaborative approach with lead brand agency.