derby business school
the challenge
As the University of Derby prepared to build the Cavendish Building, a campaign concept was required for the launch of Derby Business School - one capable of communicating ambition, relevance and real-world impact to a diverse audience.
Sustainability first
The focus was establishing a clear, confident narrative aligned to sustainability and innovation.
Focusing on flexibility
Supported by a flexible system that could adapt across outdoor, digital, print and web channels while defining a distinct identity for the Business School.
Laying the groundwork
Initial market research into the sector’s visual language, followed by early exploration of the campaign title graphic.
the approach
A strong, system-led campaign concept was developed around a distinctive icon frame and pattern device, creating a recognisable and repeatable visual structure. Messaging was designed to flex by audience, combining a core campaign line with targeted straplines for students, businesses and research-focused audiences.
Expanding the framework
Iterations across social, digital banners and paid social graphics, ensuring consistency across the campaign.
Bespoke Out Of Home Advertising
Examples of targeted OOH advertising, with each execution reinforcing imagery and messaging tailored to a specific audience.
Print compliant
Initial visualisations for fundraising brochures, exploring how messaging and imagery could be tailored across the campaign.
the outcome
The concept demonstrates a cohesive, flexible campaign system capable of supporting long-term brand building and fundraising for Derby Business School. Varied imagery and messaging ensure targeted communication across audiences without creative fatigue, establishing a confident presence that reinforces the School’s focus on sustainable success, innovation and real-world impact.