The I AM BCU campaign served as Birmingham City University’s flagship undergraduate recruitment campaign, designed to attract prospective students and showcase the institution’s unique identity.
At the heart of the campaign was the insight that BCU’s student community is exceptionally diverse, with each individual bringing their own inspiring story, ambitions and motivations for pursuing higher education. The creative approach celebrated these personal journeys, highlighting how education can transform opportunities for students and their families.
A secondary objective was to showcase students’ pride in the University’s outstanding facilities and its strong connection to the city of Birmingham. To reinforce this message, photoshoots were staged both within the University’s campuses and at iconic locations across the city. The final shoot took place on Floodgate Street in Digbeth, where we coordinated a road closure to create a dynamic environment for students, staff and photographers, enabling us to fully realise the creative vision.
The project required end-to-end creative leadership and a broad range of design and project management skills. My responsibilities included art directing photoshoots, developing typographic and layout solutions, managing external suppliers, and overseeing the production and artwork of campaign materials across multiple channels.
The resulting campaign delivered a distinctive and authentic representation of the BCU experience, successfully engaging prospective students while strengthening the University’s brand presence.