Forged for
the Future.

Client  University of Birmingham | Student Recruitment
Role  Design Lead
Services  Art Direction, Pitching, Conceptualising, Delivery

This campaign aims to create a distinctive and cohesive identity that aligns with the broader activities of the University of Birmingham. The core messaging highlights the University's prestigious recognition as the most targeted institution by employers in The Times Top 100 Graduate Employers list.

Target Audiences

Current students  —  Prospective students  —  Employers

The campaign seeks to strengthen the connection between the University's graduates and leading employers, emphasizing the impressive career paths of its alumni. It will integrate seamlessly with other initiatives, such as promoting graduate attributes, and will include the messaging theme "forged for the future." The campaign's success hinges on showcasing compelling stories of graduates and their impact within top-tier organisations.

I began by establishing a cohesive visual identity that reflected the University of Birmingham's prestige, and its new brand identity whilst still having its own diverse look and feel. This included how we used photography, typography and graphical elements that evoke a sense of excellence, innovation, and professional success.

The look and feel of the campaign were built around three key ingredients:

• — Conversational. The design aimed to be down-to-earth, approachable, and human. It was crafted to create a sense of genuine connection and relatability.
• — Aspirational. The visuals and messaging are intended to inspire and excite students, encouraging them to embark on their higher education journey with a clear vision of success in mind.
• — Protagonist. The campaign features relatable and authentic figures who were presented as leaders in their fields. These individuals were portrayed as both top-tier professionals and approachable role models, resonating strongly with the target audience.

Once we had confirmed the participation of the High Fliers and secured approval from their employers to host the interviews, we moved forward with assembling a freelance team to execute and create the necessary assets during preproduction. This involved hiring a two-person photography team tasked with capturing our Hero shots for the campaign stills, candid behind-the-scenes moments, and, if possible, photographing the High Fliers in inspiring settings — such as iconic University landmarks or visually engaging professional environments.

The shoot days were planned to include both photography and videography teams working side by side. This approach was essential for capturing authentic, behind-the-scenes moments and ensuring a cohesive visual narrative.

There were two key setups during the shoot days.

1. Photography Setup: The photography sessions took place in front of a neutral, mobile backdrop. During these sessions, we also captured behind-the-scenes footage and audio, which would be used as an introduction for the interviews.

2. Interview Setup: The interviews were conducted in naturalistic settings, ideally within the contributors' working environments. Where this wasn't feasible, we used the mobile backdrop again. The wide shots of the interviews were designed to include elements of the filming setup, such as lighting and sound equipment, to enhance the documentary feel and create a sense of realism.

The Built In Birmingham campaign demonstrated how a university could move beyond traditional student recruitment messaging by leading with real people, real ambition, and real outcomes.

By centering the narrative on alumni who had gone on to reach the very top of their fields — from the UK Space Agency to Olympic sport — the campaign reframed what a University of Birmingham education means. Not just a degree, but a launchpad.

The campaign's success hinged on the authenticity of its contributors and the craft behind every image and film frame. Built in Birmingham. Built for the world.