Background
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Edinburgh Napier is one of the UK's top universities, offering internationally renowned courses that attract students from across the U.K. and around the world. Napier is particularly proud of having one of the highest rates for graduates going on to gain full time employment within a year of graduating. STANDOUT is the initiative that's available to students and graduates to offer support and advice as they seek future employment.
Problem
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STANDOUT is successful in its offering to students but wanted to have a higher profile and a desire to be more embraced by the students throughout their time at Napier. The campaign sought to highlight the support and expertise being offered. Whilst also championing diversity and the merits of the extra-curricular activities available.
Solution
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The campaign had a strong graphic and visual presence. Running across all three of Napier's campuses its style needed to remain aligned to the University brand, but to also be recognisable in its own right. STANDOUT removed the space between the STAND and OUT in order to create an emphasis on DO. This became the hero message/device as the campaign is all about the student/graduates embracing the opportunities and support available to them. Iconography was used to allow its application the freedom to evolve. It also enables bespoke and tailored messaging to be created as and when required.
The STANDOUT campaign was created in conjunction with the Alliance Creative.
