HSAD Logo

Uncovering a historic institution in the shadows

Hull School of Art & Design needed to transform their brand and create a reputation to rival alternative red brick routes. Home to a renowned creative community, HSAD offered students the chance to be a part of something completely unique, so we had to create a dynamic marketing campaign that elevated HSAD to the international arts stage.

With a complete brand overhaul, we dared students to be different. Using plucky messaging and stand-out visuals we launched the campaign with a bang.

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OBJECTIVES

To change perceptions of HSAD and position the institution as a leading provider of higher education in the Arts, attracting both national and international students to the northern city of Hull.

WHAT WE DID

We needed to re-invent HSAD’s image to promote this well established national school of art and design to sell their prestigious courses in a range of higher education arts disciplines.

The rebrand focussed on experience, reflecting on the school’s unique proposition; up against esteemed universities, we positioned HSAD as a place for free thought, a place to break out of the stuffy institutions, somewhere to challenge the current prevalent order and to break the rules.

De-conditioning students and encouraging them to be individuals with their own design philosophy was central to the overarching theme. With a quirky, playful tone of voice, we used a multi-channel marketing approach to create an impactful campaign which reached the masses.

RESULTS

Launching on the back of Hull 2017 UK City of Culture, our campaign encouraged students to study in a culturally rich northern city. By putting out 202 posts over the space of 79 days, our organic social reached over 40,000 unique users. We created a story that resonated with the rule breakers, leading to 135 prospectus downloads and 61 applications.

Results

Organic and paid-for social media coupled with a pay per click strategy lead students to an impressive new, user-focussed website. Student-centric videography, spoke to a wider audience, communicating the central values of HSAD. Events management and inventive guerilla marketing, along with informative printed collateral was key to inspiring a new generation of students, and with creativity at its core, the campaign yielded impressive recruitment results.