Whilst working as the Senior Creative at Eleven, I lead the creative approach for Bradford College’s campaign to promote a college’s higher education offer.
Bradford College was often overlooked as a place to study at degree level in Yorkshire. This was mainly due to a lack of awareness around their offer. This was all about to change as we were tasked with repositioning the college as a hub of higher education against the backdrop of a changing world, with changing student demands.

As the creative lead for this project, I was tasked with repositioning the College in a way that resonated deeply with its audience. The pivotal insight came from understanding a core challenge: many prospective students felt they might not be the "uni type" or that they weren’t yet fully formed. This insight inspired the concept of “Work in Progress,” a positioning that embraced imperfection as an essential and powerful part of growth. It was a message not just for the students but also for the College itself, which is continually evolving. This dual-layered narrative gave the campaign an authentic and relatable foundation.

With the concept in place, I led the creation of a bold new visual identity to express the idea. The design system was modular and flexible, crafted to ensure the campaign worked seamlessly across a variety of platforms—billboards, prospectuses, and targeted Spotify ads for different demographics.

I also redesigned of the College’s logomark. It was stripped-back for elegance and functionality, and the extracted "B" became a pivotal element, doubling as a space to frame imagery across the campaign. This approach unified the visual storytelling, giving it clarity and versatility while reinforcing the idea of possibility and progress. This project was particularly rewarding because it combined strategic insight with impactful design, resulting in a campaign that not only resonated with the audience but also reflected the College’s values and aspirations.