UAL Insights
Content Commissioner & Strategist | Copywriter | Editor | Producer | Project Manager
UAL Insights is a University of the Arts London (UAL) programme, run as a commitment to making creative higher education accessible to students of underrepresented demographics. This is achieved through art and design-based workshops supporting a predominantly Gen Z+ audience to higher education from school and college.
In 2017, we launched Insights Online - a digital platform filled with resources, inspiration and information - and Instagram channels to accompany and be the wider face of UAL Insights overall. Due to its content success, Insights Online became integrated into UAL’s main international site in 2020.
Community content showreel - an example of some of the audience-focused content; How To, Graduating With and Project Diaries.
Goal #1:
Establish Insights Online as a space that provides the audience an educational and career community, not just resources.
Solution presented:
Move content in a video-focused direction to meet the needs expressed by prospective students, and to make it reflective of them. We reiterated UAL Insights as a community by 40% of the content being made in-house, by the student and staff body.
The outcome:
We produced several reoccurring video series which put current students, graduates, alumni and tutors both behind and in front of the camera. This combined with addressing relevant themes throughout the student journey, boosted audience engagement significantly.
Videos produced:
Goal #2:
Clearly identify and differentiate UAL Insights visually from the university’s main digital platforms to our Gen Z+ student audience.
Solution presented:
Visually introduce the UAL Insights team with illustrated portraits, commissioned by a current student to personalise the brand. We found the audience attending the workshops would be familiar with individual staff in person, but couldn’t trace them beyond initial contact. The portraits allow for recall in the user journey as they make their way from the workshops to the online tools.
The outcome:
A campaign featuring team portraits was presented across all communication channels and materials to establish the Insights brand. These have been used successfully beyond the initial campaign on UAL Insights channels, the main UAL website and the institutions’ internal/ external correspondence.
