UCA Campaign

It arrives at a pivotal moment for the sector, as universities face growing financial and political pressures. The campaign directly addresses this by reframing creative education as a strong, future-ready investment. To strengthen UCA’s position as the UK’s leading arts and creative university, Hingston developed a positioning and concept that champions the sector and underlines the need to protect it. A new manifesto presents creative careers as skills for the future and highlights their cultural, social and economic importance.

Working closely with the organisation, HS devised a new visual language for the University. A bold typographic approach coupled with a vibrant colour palette, encompassing the signature green, define a bold visual aesthetic to carry the manifesto style messaging. The use of the Garage Gothic typeface evokes a sense of urgency, while Suisse Int’l is used for secondary messaging. A distinct, yet flexible visual system encompassing outdoor print, digital and motion for TV.

The Art Direction adopted a portrait led approach, featuring the students themselves – capturing the qualities of their personalities in imagery which heroes each individual’s unique stance. Cast by Hingston, all wardrobe is deliberately the student’s own, supported by assistance from stylist, Harris Elliot. The campaign was photographed by Julian Broad.