I was involved in this global brand campaign from start to finish — developing the original concept behind The World Can’t Wait through to delivering the final outputs. The campaign was designed to raise the University’s reputation across three key strategic themes: sport, health and wellbeing; climate change and net zero; and vibrant, inclusive communities. After my idea was chosen to shape the brand identity, I created the visual style, set the photography direction, and led the campaign photoshoots.

We knew the campaign needed to be bold and impossible to ignore. Taking inspiration from Extinction Rebellion, I developed a disruptive design approach that broke away from sector norms and introduced a striking, modern look rarely seen in higher education.

Stepping into the role of art director, I developed brand guidelines, advised senior stakeholders, and oversaw the delivery of campaign assets across social media, print, web, video, and photography. On campus, I led the complete redesign of lamppost banners, billboards, and bus shelter posters to bring the campaign into the physical environment.

The campaign has delivered exceptional results to date, achieving a 33% engagement rate, 3.64% CTR, and over 375k clicks on assets since its launch in early 2024.

It was also recognised internationally, winning Bronze at the CASE Circle of Excellence Awards. The judges praised the campaign as “a bold, well-executed effort that effectively evolves the institution’s core identity with engaging visuals and strong strategic planning. Detailed key performance indicators, budget transparency, and clear return on investment demonstrate its impact. It’s a standout international campaign that balances creativity with solid measurement and phased optimization.”