University Centre Leeds School of Creative Arts
University Centre Leeds is an education institution in the centre of Leeds and provides industry-led, practical degrees on a flexible timetable. After moving into the brand-new Quarry Hill campus, the Creative Arts department wanted a bold, confident campaign to help them shout about their practical degrees, focussing on launching at the UCAS event, "Create your future", in November 2019.

Inspired by comments that "art isn’t a real job" from peers, parents and teachers, the "GET REAL" campaign is a confident call-to-action, aimed at young, ambitious creatives to challenge the status quo. The campaign encourages young creatives to choose their own path and be confident they can make a career out of their passion. It also highlights the benefits of choosing practical-based learning and industry-led projects, instead of theory-based, classroom learning.

Real results

Using the brand colour for the Creative Arts department and the brand typeface (Oswald), a striking, type-led look and feel was created. Assets produced included posters, a typographic animation, an A2 foldable course guide, leaflets, bags and badges.

After launch, the "GET REAL" campaign contributed to a 245% increase in bookings on the January open event compared to the previous year.