University of Brighton

The Student Potential Fund was born in direct response to the Universities key strategic aims of ‘putting students at the heart of everything they do’. The priority for the philanthropy team is to raise funds that will attract students and support them through their studies and beyond; through scholarships, student experiences, mental health & wellbeing support and entrepreneurship & careers advice. The SPF is the overarching campaign to attract donations to achieve these aims.

We were briefed to deliver a campaign identity that engaged, enthused and excited a broad donor audience in the value and power of new donations. We’re talking positive, meaningful impact donorship. No room for a hardship focus. Key to achieving this was creating a strong narrative to build the campaign from. The look and feel had to sit comfortably within the Universities established brand identity, but offer a distinctive, ownable voice and set of visual assets for the SPF.

At the heart of the SPF launch was a hardworking campaign animation that set the scene for further communications, capturing the positive difference that donations to the scheme can make.