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UNSW Faculty of Law
Branding & identity
Creative & art direction
Advertising creative
Print design
To launch their new Juris Doctor (JD) degree aimed at non-law graduates, the UNSW Faculty of Law approached RM:CREATIVE to provide creative and art direction for the entire marketing and advertising campaign. In addition to print and outdoor advertising, marketing communications included a program guide, a postcard, campus posters, and banners.
The overall creative developed for this campaign is contemporary and edgy, yet one that still conveys prestige, sophistication, and quality. A logo was developed for the UNSW JD to give the new degree its own branding and identity that would endure beyond the current campaign; a unique serif typeface was chosen to give it a classic identity. While the advertising campaign features sharp, vibrant text on bold black space, the collateral creative plays with the typography of 'J' and 'D' on a Kraft background for added contrast. The premise for this concept is to encourage the audience to remember the letters 'J' and 'D'. Long running copy used throughout the campaign. All collateral printed on 100% recycled stock.
The advertising campaign ran successfully across six different publications; JC Decaux panels along major Sydney streets like Parramatta Road, City Road, and George Street at ten different locations; and three Cross Track panels at the Wynyard, Town Hall, and Central train stations. The client reported strongly positive feedback as well as a high level of interest from potential students.
