The Research, Teaching and Enterprise (RTE) campaign had a clear objective: to recruit outstanding academic staff to Loughborough University. My role was to develop the design theme, lead a bespoke photo shoot, and deliver the full suite of campaign assets. Strategically, the campaign needed to project the University’s strengths of collaboration, innovation, and academic excellence while appealing to a diverse international audience.

I developed with another member of my team the concept of academics’ hands interacting with and framing the typography, a visual metaphor for how people actively shape research and teaching. This design choice reinforced the campaign’s message that future academics could play a vital role in building Loughborough’s future.

I oversaw the photography that showcased a group of academics, ensuring authenticity and representation. The creative was applied across a microsite, social media, job platforms, video, PR and media assets, and advertising, creating a unified and powerful presence. The strategy worked to position Loughborough as a welcoming yet ambitious institution, one that values people as much as research.