An annual student recruitment campaign with the purpose to attract new students from various backgrounds, ethnicities, cultures and lifestyles to specific creative courses on offer at the College of Creative Arts.
Crafted during Level 4 lockdown and photographed by Steven Boniface a week after New Zealand moved into Level 3. The campaign was inspired by the high energy and colourful promotional showreel produced for the College website. The students featured in the reel became the faces of the campaign.
Te Ara Toroa — Rere Ki Uta, Rere Ki Tai, (the flight of the albatross — venturing into the unknown) is a graphic device designed for the college by Ngataiharuru Taepa. The design tells the story of te ara toroa—the flight of the albatross—and likens the journey of the albatross to the journey of creativity. We integrated the graphical elements to enhance the storytelling and highlight aspiration within the imagery. A refreshed colour palette moved the College’s visual identity along, assigning a particular colourway to each creative course on offer.
Integrating these two design approaches created a robust and cohesive visual language which gained traction and was applied to subsequent recruitment creative throughout the year.