Tash Cobb
The Royal
College of Art
psLondon:
- Campaign Identity
- Design Concepts
- Tone of Voice
- Copywriting
- Film & Art Direction
What happens when you question imagination?
The Royal College of Art shows this everyday. They believe imagination is everything and everyone can harness their creativity with the RCA. Here, any industry can be a creative practice.
Their bold claim is supported by their long-standing position as No.1 art university in the world for 12 years running.
They needed a 3-year campaign that encourages creative minds from any background to imagine more for our future. This is expressed in the idea: “It’s Everything you never imagined.”
The Concept
The campaign invites people into the everyday magic created at the RCA by showcasing student creativity.
Postgraduate study at the RCA teaches you to question more and think beyond. You are opened up to new ways of thinking with hands-on, collaborative learning.
You evolve at the RCA, as your understanding is pushed further and you become more than you ever imagined.
Bringing it to life
Curiosity is sparked by intriguing images of student work, and challenged by the graphic headline. Whilst editorial styling talks to their world-leading status.
This created a campaign that is recognisable and versatile to remain fresh for 3 years.