BRIEF

In August 2024, City, University of London merged with St George's, University of London to become City St George’s, University of London. The combined institution is now one of the largest providers of the health workforce in the capital.

Therefore, the 2026/27 prospectus needed to be the first to represent the newly merged university, with a design that worked hard to help establish City St George’s as a distinctive brand.

We were asked to pitch three design concepts, taking into consideration the overall undergraduate campaign. One of these concepts was to be an evolution of the previous 'Larger Than Life' concept.

THE IDEA

Both pitched concepts were selected to be combined within the prospectus design: an evolved version of the 'Larger Than Life' concept, paired with another idea focused on authenticity, incorporating the digital camera trend into the internal lifestyle pages.

The evolved design emphasised modernity, boldness, and a direct appeal to younger audiences while staying true to the brand's core values. By incorporating dynamic poses, the visuals reflect a shift towards a youthful, energetic, and contemporary presentation, aiming to resonate with prospective students who value individuality and self-expression.

This design transition is characterised by a strong focus on empowerment, positioning students as confident leaders ready to excel in their chosen fields. This emphasis on power, ambition and resilience speaks directly to the audience’s desire to succeed in their careers and be recognised as innovators and disruptors, aligning with City St George’s mission to equip students with the skills, knowledge, and mindset needed to thrive in a competitive job market.

THE EXECUTION

We began with a one-day studio shoot to capture the hero shots with students, followed by three days on and around campus, focusing on three key styles. The first was a student-generated look, using digital cameras to reflect authentic student life and experiences. The second featured polished shots of each School and its facilities for the Subject spreads. Lastly, we captured scenes of London life.

With the photography complete, we began designing the prospectus, which also served as the hero design for the university’s UCAS stand.