Overview
Designing digital campaigns across education and professional development.
Working on the Design and UX team at Kaplan gave me the opportunity to work across a broad range of digital campaigns, supporting different areas of the business and their audiences. My role involved developing campaign concepts and visual directions, then adapting them across digital channels, from social and PPC to landing pages and email.
Better Future Campaign
Building a visual concept around the idea of a better future.
The Better Future Campaign was built around the idea of visually stacking the different elements of a better future. I developed the concept using layered blocks and supporting icons, creating a simple visual system that could be adapted across the campaign.
Sustainability Campaign
For one of Kaplan’s quarterly campaigns, I developed a visual direction around the theme of sustainability, using Kaplan’s existing green alongside gradients and softer brand tints. A friendly, handcrafted typeface and monochrome icons helped give the campaign a more approachable feel, while the dotted arc created a visual connection between the different elements.
Promotional Campaigns
Designing digital creative around commercial moments.
Alongside larger campaign concepts, I produced promotional creative for key commercial moments, adapting campaign messaging across different offers, qualifications and audiences while keeping the layouts clear and visually engaging.
Black Friday Creative
Kaplan – CIMA Study sitewide 30% offer
Eagle – 50% sitewide offer
Ad-hoc Digital Design
Responding quickly to changing campaign requirements.
Not every brief allowed for a full campaign development process. I also worked on quick turnaround requests, producing social assets, promotional graphics and event banners to meet changing business requirements while maintaining brand consistency.
AAT Summer Campaign
Translating a campaign idea across different audiences and formats.
The Accelerate in Your Career campaign used a forward motion symbol to represent progression – encouraging students to start a free AAT trial, fast track their career and work towards qualification. I developed the visual direction around this idea, using confident imagery and a mixed demographic to make the campaign feel relevant to a broad student audience.
Social + PPC examples:
Digital Experience
Using campaign design to create a clear route from awareness to action.
I developed a lead-generation landing page designed to encourage prospective students to explore a career in accountancy and download a brochure for more information. The page was designed around a clear conversion journey, using focused messaging and supporting content to move users from initial interest towards the next step.
View live page by selecting the image below:
Print & Editorial
Applying campaign thinking across physical communications.
Alongside digital work, I also supported Kaplan’s print requirements, producing promotional flyers and brochures for different areas of the business.
Brochure Designs
I also developed a range of brochures, adapting the established visual language for longer form communications and different audiences.
Explore the brochures below by selecting any cover:
Evolving the Eagle Creative
Comparing the earlier 2020 creative with the refreshed 2022 approach.
Outcome
Building versatility across digital campaign design.
My time at Kaplan strengthened my ability to take a campaign idea from initial concept through to a wide range of digital and print applications. Working across different audiences, channels and turnaround times helped me become more adaptable as a designer, while developing a stronger understanding of how visual design can support both brand and commercial objectives.