Birkbeck
My Role OOH Campaign Artwork & Design Lead.
Task
To lead the visual design of a multi-format Out-of-Home (OOH) campaign for Birkbeck, University of London. The primary objective was to translate the university’s unique value proposition—flexible degrees for working professionals—into a high-impact, instantly understandable visual system that could form the foundation for a broader multi-channel campaign.
Concept & Strategy
The core creative concept, “For students who do more,” directly addressed the target audience of mature learners balancing careers, family, and study. My strategic role was to visualise the idea of flexibility. I developed a clear, dual-narrative approach that visually separated day and night study, making the abstract benefit of a adaptable schedule tangible and relatable for prospective students.
Colour System
I designed and implemented a strategic colour-coding system that was central to the campaign’s messaging. A vibrant, optimistic blue was assigned to represent daytime study, while a deep, focused burgundy signified evening sessions. This simple yet powerful visual metaphor immediately communicated the campaign’s core promise of flexibility without relying on body copy, creating a cohesive and memorable thread across all OOH assets.
Blue colours
I used blue colors because of it’s trust, stability, and dependability. Paired with gold, it suggests both reliability and sophistication, continuing to strengthen the brands promise.
Visual Identity & Art Direction
Working alongside the Creative Director, I established a bold, typographically-driven art direction for the campaign. The layout was crafted for maximum clarity and impact in fast-paced OOH environments, using scale and negative space to guide the viewer’s eye from the provocative headline to essential calls-to-action. This clean, confident aesthetic ensured legibility from a distance and created a sophisticated brand presence that stood out in a crowded media landscape.
Execution & Impact
I was responsible for the end-to-end artwork creation, adapting the core identity across a diverse range of OOH formats, including large-scale billboards and digital screens. The successful visual system I developed provided a versatile toolkit that was seamlessly rolled out across subsequent digital, social, audio, and CRM channels, demonstrating my ability to create scalable designs that drive consistent brand messaging and engagement.
