UAL Fundraising campaign
Brand system
A campaign system built around one conviction: creative education doesn't respond to the future, it builds it.
University of the Arts London is one of the world's leading creative universities, preparing to launch its first ever fundraising campaign.
Engaging major donors at a new scale required an inspiring identity without losing institutional credibility.
The identity is built around two interacting forces. A rising colour block responds to contribution. The closer the campaign gets to its goal, the higher the bar climbs, making collective impact legible in real time. Against it, a glass form refracts and integrates everything it touches: student work, images, text, all shaped and distorted by it. The students shape the glass; the glass meets the bar.
