Create an innovative appeal for King’s College London asking the university’s alumni to fund the K+ Programme, which enables bright students from disadvantaged backgrounds to take up their place at King’s College.
Looking back at King’s past appeals, I identified with Art Director Jo Fretwell that these had invariably engaged alumni by leveraging the university’s prestige. This was important in guiding the creative direction we took, as we saw there was an opportunity to provide a more personal pack, which brought alumni back to their own time as a student.
As a result, we designed an appeal that would create an evocative, nostalgic picture of their student years and related this to the proposition of giving today’s students a similar opportunity. We did this by drawing on something that connects King’s students past and present: the unforgettable experience of studying in one of the world’s great cities, London.
This led us to create the London-themed ‘Where did King’s take you?’ concept, which uses the iconography of London’s tube to bring to life the experience of being a student in the capital. To ensure authenticity, we made 5 versions of the pack, tailoring the content to the different time periods in which alumni studied at King’s (40s/50s, 60s, 70s, 80s, 90s/2000s).
The pack consisted of the envelope shown above, a letter from the university’s Vice President for Education, an A3 lift piece, lift piece on the K+ scholarship, and donation form.