I led the art direction for Get Connected from start to finish, shaping the campaign from initial concept to final execution. This included developing moodboards, visual concepts, and brand guidelines, commissioning photography, and overseeing the production of all digital and print outcomes. The aim was to create an exciting new visual identity for Loughborough that would attract an international postgraduate audience while standing out within the higher education sector.

As part of the process, I travelled to the London campus to direct the photoshoots and create a detailed shoot plan. I produced a clear visual concept and brand message, conveyed through a comprehensive mood board. Every element of pre-production was carefully organised, from location scouting and shot listing to planning poses, lighting combinations, and background colours. On the day of the shoot, I communicated effectively with the photography team to ensure that every image met the campaign’s strategic goals and visual standards.

The creative output included digital adverts, social media assets, print collateral, and campus signage. Strategically, the campaign aimed to visually convey Loughborough as a dynamic, globally minded institution. By combining careful planning, strong visual storytelling, and meticulous execution, the project delivered a cohesive and engaging campaign that resonated with its target audience and elevated the University’s international presence.