I art directed ALU’s (African Leadership University) marketing campaign, “Unleash Your Potential.” The brief submitted for this campaign had the intention of communicating the message of an ambitious brand on the mission to massively impact the face of education on an entire continent.
How could a message so bold be translated visually to inspire young high school students to take the courageous step in selecting a new university?
Role : In-house Graphic Designer
The Concept
This concept  was inspired by “The ALU Step Device.” It signifies the act of taking a step in the right direction. In other words, Africa’s youth take the step in the right direction by choosing ALU for their education. It was first designed as part of ALU’s visual identity system by Kyle Wilhelm, creative director at The Lattitude Group.
Using the structure of the Step Device, I designed the visual language of the campaign by isolating it into a typographic and stylistic emblem. The juxtaposition of line, typography and colour generates another dynamic line pattern.The concept was eventually applied to a number of editorial projects as presented below.
A4 Folder
A5 Notebooks

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