Next Up is an annual conference by the University of the Arts London for students in their graphic design courses, aiming to create a dialogue about current and future design practice as well as the value of post-graduate studies. The line-up consists of guest speakers, activities, portfolio surgery sessions, Q&As and opportunities to network and to discuss the subject with your University peers and industry.
During the last year of my Graphic & Media design course at LCC, we were presented with a variety of briefs dealing with different design disciplines. I chose the brief asking for a cross-platform identity for Next Up 2017. This had to include an identity design system, a multiple poster campaign, promotional merchandise and a website prototype aimed towards UAL final year undergraduate graphic design students.
I figured the most effective campaign would be one that pushed the buttons of a final year student and as someone who belonged to that group myself, I thought I’d know what that could be. With graduation approaching, so is uncertainty. Even if you know what your next step will be, you don’t want to miss out on any opportunities. So that became the focus for the identity- an event that will open doors in the industry and that you couldn’t possibly miss.
The imagery is loosely based on the concept of board games such as Snakes and Ladders as a visual representation of a career path. The main concept of the event opening doors in the industry is incorporated into this style and is pushed further as the artwork changes as the event is approaching.
The first poster is somewhat ambiguous and would be put up in the universities three weeks before the event. The second one would be put up next to the first one two weeks before and would have more detail. The final one features the full artwork and would be up a week before the event.
Like the poster, the logos change over time as well. The text is placed along a stem consisting of an arrow, representing different paths, pointing in different directions. The closer to the event, the shorter stem. A general logo is used for the artefacts that aren’t time based.