ABOUT

The Brief:

Caledonian Creates is a degree show for students who are part of creative programmes at the Glasgow Caledonian University.

The event enables the students to show off their work, as well as create connections with personas invited, potential employers, and other students. It is a fantastic source of inspiration.

I was asked to re-brand the exhibition as it used the same visual style for several years and the parties involved felt a fresh approach was sorely needed.

The Solution:

Considering the diversity and the amount of programmes involved, I decided to create a brand that was universal and did not discriminate any of the them. The brand also needed to be flexible in its application so that it could be used with different media, simultaneously enabling its adaptation in future.

The result was to create a simple form - a rectangle - as a logo, and adapt the name of the exhibition into it. The result was a rectangle with two bespoke letter "c"'s in the corners. Bespoke numbers corresponding to the style of the letter "c" were also made in order to convey the year of the exhibition - also a part of the logo. As the year was subject to change, a full set of digits, from 0-9 were created.

The brand used large, bold typography, as well as short, coherent messages correspondent to the fast-paced life style of the potential audience. This approach made the promotional material particularly memorable.

The slogan created for the exhibition explored six primary values the students of each creative profession are taught at Caledonian University: Aim, Research, Think, Work, Create. This is the process each student progresses through, and it is the main reason for the excellence of the student's work.

All of the programmes taking part in the exhibition were divided into groups of similar professions, for example, Fashion Business and International Fashion Branding, and each of the groups was given a custom illustration, reflecting the programmes.

A set of promotional materials were created including print materials, such as posters, A5 leaflets, A6 postcards and invitations with custom envelopes, as well as small "wallet cards". The digital promotional materials included a website, facebook cover photograph for the Caledonian Creates page, and facebook ads.

Additional materials include a sign, a photo frame in the shape of the logo for taking Instagram pictures with the #calicreates tag, as well as tote bags and stand stickers.