MDU student collateral re-design look and feel 2016

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Re-design look and feel of adverts and flyers for the student collateral.

The student campaign is updated every two years and includes posters, adverts, web banners, and flyers. There are three categories of collateral, one for the MDU, one for the DDU, and one to promote the student electives together with the electives photo competition. The competition runs every year where students send their best photo from their elective to win gifts and at the same time they give us the permission to use these in our future promotion activities.

Old look & feel issues

One of the main issues was the copy layout. Though it worked well on the flyer, on the advert it was quite confusing, not knowing exactly where to look and in which order. The layout had issues with the alignments as well, whilst the styling of the title with the connecting line took up a lot of space making it even more difficult to better position the remaining of the elements.

The other issue was that this look & feel, though it was quite suitable for students, it did not include one of the MDU’s main colours, the dark blue. Therefore, the company felt that it showed a lack of consistency with the other pieces of collateral and a lack of brand recognition.

Finally, after researching the strength of the MDU brand, the company decided to switch to a more emotional direction in all the company’s marketing collateral, to strengthen the connection it has with its members. Therefore, the imagery style had to change to include more people.

New look & feel

The new look & feel has been designed taken the previous issues into consideration. After proposing three different routes, it was believed that the this route was the best option.

The layout has changed completely, giving specific space for the image and the copy which now sit separately. The copy is now easy to read in order of priority - title, body copy, call to action. The blue colour has been introduced helping with brand recognition. The imagery now includes young people with a focus on student elements; on the MDU ad it is the books whilst on the DDU ad the books, the laptop, and the coffee cup. The models in both images are sitting on a grass making the connection with University campuses visible. The imagery style and the green colour of the call to action box give the collateral an overall youthful character.