Welcome
Brand system + Campaign
A campaign system to welcome 13,000 new and returning students to the UAL creative community.
Welcome is a yearly campaign across six colleges at the start of the academic year. It targets undergraduates, postgraduates, and pre-degree students, spanning dozens of countries, practices, and disciplines.
The challenge was to create a system that feels universal enough to speak to students from different countries and creative disciplines, while still feeling personal. Starting university is both a collective and a deeply individual experience. The system needed to hold both.
The concept is built around the UAL community mirroring the universe, each student is a star within it. Hand-drawn stars collected through workshops at each college form the core visual element, each one unique and part of a constellation. A holographic material adds depth across print and digital; 3D-rendered for screens, recyclable foiling for print. Typography varies in weight, size, and position within a flexible grid, adding movement to each composition. Built to run across three academic years, flexibility was a core constraint.
Over 1,000,000 Instagram impressions. 100,000+ webpage views. 56.3% increase in Welcome guide page views since 2022. 69.6% increase in Welcome survey completions since 2023 — but more importantly, welcome made new students feel at home.