ABOUT

Concept:

When we first started working with Newcastle, it was in the planning phase of a major campaign to raise £150m for the University for a range of needs including student hardship and a variety of research areas, as well as seeking to increase Volunteering amongst its large alumni body. The University had embarked on developing the case for support and identifying the key pillars, projects and messages that will underpin this.

To support this work, it needed to revise the creative identity for alumni and supporter communications as well as developing a campaign identity to launch the new initiative. This would provide much needed momentum and inspiration, and illuminating what Newcastle has to offer and how people can give.

Execution:

We developed a new visual identity for alumni and supporter communications.

Created a new campaign platform for fundraising and alumni communications, developed templates and assets that the internal Newcastle team and other agency partners can use when developing communications.

And we developed an integrated marketing plan and campaign and demonstrated through applications how the new campaign identity should be used.

Results:

We developed artwork, and detailed brand guidelines for both the new brand and the Giving Campaign – and then proceeded to bring the campaign to life.

The Campaign for Newcastle still leads the work of the Newcastle Advancement team today.