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Brand in action

Explore how teams across UAL, our in-house Creative team and Creative Services Roster have used our brand system in different contexts — from communications campaigns to the design of our prospectus and more.

Case studies

  • Front and back cover of UG prospectus, with the back cover showing a student painting the piece that’s shown on the front cover. The words on the front cover read “Wanted: scribblers, worldbuilders, dreamers, reimaginers” while the back cover reads “remixers, changers, inspirers, you.”
    Front and back cover of the undergraduate prospectus, 2025, UAL | Design: Spy Studio

    Using our new brand narrative in the UAL prospectus

    Every year, our Student Marketing, Recruitment and Admissions team works with one of our rostered design agencies to evolve our prospectus and reflect the changes in our offerings.

  • A visual representing UAL Disability history month. Purple shapes including stars, triangles, circles, and rectangles on a light purple background.
    Disability History Month campaign 2024 | Campaign design direction: Creative, UAL

    Empowering our disabled community through UAL's first Disability History Month campaign design

    Our Creative team developed a campaign design through cross-team collaboration to celebrate our disabled community.

  • Collage artwork representing ideas of Black empowerment
    Black History Month 2025, Collage by Ali Nasreldin, Renee Stewart and Sean Dendere, 2025, UAL | Campaign design direction: Creative, UAL

    Using collaging to shape our Black History Month campaigns

    We invited our Black creative community to respond to Black History Month UK’s themes for our 2024 and 2025 campaigns, telling their stories through collage.

  • Black and white image of paintings and sculpture in a room with white walls and grey flooring. The image has white hand-drawn stars around it and the background of the Canvas is a holographic 3D rendered texture
    Carmen Van Huisstede, 2023 MA Fine Art: Sculpture, Camberwell College of Arts, UAL | Photograph: Kristy Noble, Campaign design direction: Creative, UAL

    Designing our Welcome campaign in-house for the first time

    Behind the scenes with our Creative team on one of our largest annual student campaigns.

  • UAL Showcase digital banner with orange background, featuring work by Ao Wei, 2023 MA Interior and Spatial Design, Camberwell College of Arts, UAL
    Showcase 2024, featured work by Ao Wei, 2023 MA Interior and Spatial Design, Camberwell College of Arts, UAL | Campaign design direction: Creative, UAL

    Refreshing the UAL Showcase design system

    Our Creative team evolved the design system for UAL Showcase since its last iteration 3 years ago.

  • Yellow and turquoise circles overlapping surrounding the text 'Knowledge Exchange'
    Gabrielle Ngoo, 2022 UAL Creative Computing Institute Diploma, UAL Creative Computing Institute | Photograph: Alys Tomlinson

    Visualising connectivity to create the design system for Knowledge Exchange

    The flexible design system is inspired by the unique connections and opportunities our Knowlege Exchange cultivates with partners across Europe and the UK.

  • Colourful Polaroid images scattered across white table
    Scattered Polaroids, Pride 2023 Campaign Photography, Emma Martin, 2022 BA (Hons) Photography, London College of Communication, UAL | Campaign design direction: Creative, UAL

    Capturing our LGBTQ+ community through polaroids for UAL's Pride campaign

    Our Creative team collaborated with graduate photographer Emma Martin and our LGBTQ+ community to create the campaign visuals for Pride 2023.

  • A poster stuck on a grey concrete wall which is in bright natural light. The poster reads 'UAL AKO Storytelling Institute, Where creative practice meets social transformation, explore our work'. The poster has 2 images and the text flows around the images to frame them.
    AKO Storytelling Institute launch poster, 2023 | Design direction: Creative, UAL; Photograph: Rosie Stephenson

    Paying homage to print bulletins in the design system for AKO Storytelling Institute

    Modern news outlets and traditional print bulletins inspired the creative for our new Institute.

  • Three posters displayed on a concrete wall promoting UAL Black History Month 2022. The posters highlight themes such as recognizing the contributions of the Black community, celebrating culture and achievements, and advocating for action over words. Large green leaves frame the scene in the foreground.
    Black History Month campaign 2022 posters | Design direction: Creative, UAL; Photograph: Rosie Stephenson

    Illustrating lived experiences in the campaign design for Black History Month 2022

    Focusing on the theme 'Actions not words', our Creative team collaborated with our Black community and illustrator and graduate, Sandy Christ to bring the 2022 campaign design to life.

  • A person standing on the sand infront of the sea. They are wearing a floor length dress and cape and holding a tool
    Still from Salt: dispersed by Selina Thompson | Campaign design direction: Creative, UAL

    Bringing a physical feel to digital spaces with the Research Season campaign design 2022

    Building on the preceeding season's key visual based on Sonia Boyce's work titled 'I’m With Her Too', our Creative team further evolved the 2022 campaign design direction.

  • Wooden shoe design by Yuzhao Huang, 2021 MA Footwear, London College of Fashion, UAL
    Graduate Showcase 2021 | Yuzhao Huang, 2021 MA Footwear, London College of Fashion, UAL | Campaign design: Creative, UAL

    Creating the design system for Graduate Showcase

    Our Creative team designed a visual identity for the 2021 Graduate Showcase campaign, leading people to the platform to discover the next generation of creatives.