With increased financial costs associated with attending university, higher education institutes are looking to take an increasingly commercial approach as they vie for prospective students attention. The University of Northampton has undergone a period of change, with the new Waterside campus and adding a competitive edge with a rebrand to stand out amongst the crowded market place. To best communicate key messages to students, UoN looked to ifour to create engaging video assets suitable for use across a range of digital channels.
From previewing the new brand, any assets created needed to sit comfortably within the brand family once it was rolled out. After researching the variety of promotional videos within the university sector ifour recommended a combination of kinetic typography and animated characters to maximise clarity of messaging and memorability. This particularly suited the brief for videos on the blended learning method and other key USP’s for the university such as their outstanding employability rate for students post study. Additionally uniform animated logo idents would further spread the brand recognition across a range of videos.
ifour created a range of characters unique to the University of Northampton to reflect the diversity of their target audience, quirky enough to engage and stand out from the run of the mill promotional university videos. Using a balance of kinetic type means CTA are clear for the logo idents and messaging is communicated no matter how the videos are watched, with or without sound, making them ideal for social media as 85% of Facebook videos are watched without sound on.
The combined approach of animated characters and kinetic typography is reflective of the approach of University of Northampton, the opportunity to learn in stimulating environments with modern facilities and cutting edge technology. The bright colour characters further the new brand story allowing UoN cut through and recognition within this busy arena. The videos have also been recognised internationally, winning a Muse Creative Gold award for the Learning / School / Universities category and further the university’s mission at the heart of what they do, committed to transforming lives and inspiring change.