Overview

This project was an experimental brief developed while working with SETU, intentionally pushing beyond the university’s standard branding to create a unifying visual identity for the Arts Degree. The system needed to work at large scale for environmental signage, as well as across corridor posters highlighting individual subject areas, with the possibility of future web and print applications.

Given the diversity of the degree (ranging from language and theatre to psychology and law) I wanted the identity to balance creativity and structure without becoming overly literal. I was drawn to the proposed tagline “open your mind” and used it as a starting point to explore the idea of the mind, its depth, openness, and the way ideas connect. This led to the use of shapes, gradients, and textures that blend into one another, reflecting both creative thinking and the modular nature of the degree, where subjects can be mixed and explored flexibly within a considered framework.

Throughout the project, I aimed to create a visual language that felt modern and dynamic, capable of catching the attention of prospective students. I focused on creating a single core visual asset that could be adapted across all mediums, embodying both the creativity and structure that defines the degree.