UNIVERSITY OF CRETE (ACADEMIA)
COMPANY
University of Crete is one of the premier institutions of Greece and in Europe (QS World Rank: 534 – QS Europe Rank: 51) operating out of Crete, Greece. They host and teach a variety of programs and educational degrees ranging from History and Sociology to Medicine and Computer Science & AI.
ROLE
Creative Director / Hands on – Lead the design and concept of branding material, posters, communication and marketing visuals for a series of educational programs and post-graduate courses that were offered as part of the Art-Based education reform programs at the University.
WEBSITE
https://www.uoc.gr
CREATIVE DIRECTION
A campaign aiming to spread awareness and drive up registrations for a new art educational program launching at the University of Crete in 2021. The campaign's design was based on 9 iconic figures from each discipline the program would touch upon.
The campaign consists of a series of print ads that act as a teaser campaign to drive up interest proceeding with a big information heavy print ad to drive up demand for the program as well as series of emails and social media posts and videos to be posted throughout the program duration.
MEDIUMS
Social Media, OOH, Advertising/Pre-Roll, Print
the PROCESS
A series of print designs were created drawing inspiration from the modules of the courses and the Greek initial of each module. Famous authorities of said field were paired with each corresponding letter outline to create a striking effect that is not often seen in academia.
The posters were released in the public in a staggered format every week to create hype and renew interest in the program.
A master print was created lastly where all the "characters" were put together with intense graphics to differentiate the University program from others in its field.
– Increased awareness by 55%
(measured by sign ups and CTR from QR code after every poster drop)
the SOCIAL MEDIA STRATEGY
Videos optimised for awareness and sign ups were created and promoted on the UOC social media account including paid promotions on Meta's network. Utilising the same design graphics for a coherent image.
– 140% CTR increase
– 5x fold increase in sign ups