UEA have previously communicated their economic and civic impact on the region with key stakeholders and businesses, this time they wanted not only to include this information but also encompass the wider cultural impact that UEA are incredibly and rightly proud of. A bolder, wider, and more ambitious approach to an impact report at UEA.
We wanted to match UEA’s ambition and create a publication evocative of this brighter and more confident approach. We needed to communicate success in a highly visual and accessible format and, by using the brand guidelines, we created a unique style for the business audience that was impactful, bold and would become a real conversation starter.
Working with UEA it was clear that a new name and identity were required to match the evolving visual identity. As the report focussed on the impact of UEA economically and culturally, and how this impact connects UEA to the wider world, we crafted a title to embody this – Connecting People + Places.
We chose to present the content in a highly visual infographic style with written content kept to a minimum, allowing the reader to clearly see the valuable economic and cultural statistics. Bold colours from the brand palette – rich orange, deep magenta, and a fresh green among others – were combined to flood, or frame the page, and we used the + symbol from the title as a connecting device between content. Our aim was to create dynamic ‘wow!’ moments throughout.
Connecting People + Places, with its identifiable characteristics, has since been harnessed by UEA for wider campaigns and events – coming to embody an idea and purpose of its own.
The final report has been highly praised as a leading example of what UEA should be striving to achieve in its marketing campaigns. Katie
University of East Anglia