As part of a team tasked with developing a digital degree show alternative (due to COVID-19), I was a key contributor in several critical areas. My work included concept development, defining the brand identity, and assisting with internal presentations. I also helped manage project assets and personnel, and successfully executed the social media advertising campaign used to drive the website's launch.
This project was honoured with two nominations for the 2021 IDI Graduate Awards in the Brand Identity and Design for Digital categories, and ultimately received a Commendation.
Strategy
Our concept was rooted in the idea of reacting to our surroundings, to each other, and to the art that was in front of us. We explored how we had reacted to the new way of living and working.
It also referred to how we, as designers, approached a brief differently, allowing us to create a diverse and varied range of work each time.
Provoking a reaction from the audience was our central strategic intent. We focused intently on our audience and their response to the work being showcased, actively questioning what kind of response the show would elicit.
Through the deployment of a custom typeface, a vibrant color palette, and a mixed media approach, we aimed to create an exhibition that generated conversation and fostered a desire for involvement from our visitors.
Video Slides from Strategy Presentation
Upon selection to produce the degree show, our immediate focus was on brand deployment. We initiated the process by distributing core brand assets, including the color story and custom typeface, to the entire class, simultaneously requesting essential materials to launch our social media campaign.
Over the following weeks, I led the internal communication strategy, creating and delivering a series of presentations to the class. This ensured rigorous adherence to the project timeline and the successful collection of all necessary assets.
I played a critical role in the end-to-end management of these creative assets, establishing clear communication channels and actively liaising with the class group to define and acquire all required deliverables. This proactive management was essential to maintaining project momentum and coherence across all platforms.
Campaign
Our entire awareness campaign was solely driven by social media, with Instagram serving as our primary channel, supported by strategic content reposting on Facebook.
Campaign Structure and Frequency
Initial Two Weeks: We maintained a daily posting schedule to Instagram Stories, delivering essential information on our graduating students, brand strategy, the website structure, and its key contents.
Final Week Blitz: To build momentum for the launch, we increased engagement by publishing three main feed posts daily. This content specifically showcased the students and highlighted their individual personalities and work.
The core objective of this consistent, phased approach was to significantly increase attention and drive awareness for the upcoming website launch.
The final ident showreel was a core element of our visual presence, set to play automatically upon the launch of the dedicated degree show website.
We strategically used these dynamic idents throughout our Instagram campaign. They were essential for teasing the upcoming show across Instagram Stories and were also intentionally placed on the main feed, acting as impactful visual separators between individual student profiles. This integrated approach ensured a consistent, high-energy brand experience across all touchpoints.
To provoke audience curiosity and encourage deeper engagement, we utilized a highly distinctive creative toolkit. We deployed a palette of bold colors combined with our custom typeface, and integrated heavy electronic music into video content. These elements captured viewer interest, successfully prompting them to explore the full campaign and ultimately join us for the virtual website launch event.
We developed and produced a targeted series of video interviews as essential content for our dedicated degree show website.
Student-Focused Support
The core aim of this initiative was to reassure and validate students graduating amidst challenging global circumstances. We achieved this by featuring interviews with fellow students who openly discussed their anxieties, normalizing the experience and providing peer-to-peer emotional support during a time of heightened uncertainty.
Industry Readiness
To support the transition into professional life, we also successfully interviewed four industry professionals. These interviews provided concrete tips and tricks for launching a career post-graduation. All video content was hosted on the launched graduate website and made freely accessible to any interested party, ensuring maximum reach and impact.
Unfortunately, The website was only live for 1 year, it is no longer available to view.
You can view the full social media strategy and layout on Instagram here @lsadgraphicdesign
