Authenticity is one of Manchester Metropolitan’s greatest assets. It’s a university without pretence or pomposity. It’s not just created for the real world, it’s part of the real world and in 2020 we developed a campaign to match. Our overarching campaign message ‘Make it Real’, was supported by four key themes: Knowledge, Ambition, Belonging and Place and we used this structure to create a toolkit which could be used throughout the university.

With a combination of different approaches and assets we were able to highlight Manchester Met’s authentic quality and real-world purpose through a consistent campaign look, feel and tone, that still had the ability to adapt to the varying requirements of the recruitment cycle. Matching the confidence of message with bold graphical elements and a natural, engaging photography and film style, this work was delivered across a range of collateral from print to digital, film and events. The toolkit element of this work was key to an organisation of this size in ensuring both stakeholder buy-in and consistency across all marketing communications.