Point Campus

Point Campus is a student accommodation complex in Dublin with two towers comprising a total of 1,000 rooms. The audience is Irish, British, European and American, and at all stages, we endeavoured to see the brand from the viewpoint of parents as well as students. We had a short timeframe in which to deliver a strong identity and point of difference across numerous touch-points.

Sprint finish

A fast pace was imperative here – we had six weeks to dive in and come up with the goods. Total immersion, close client liaison and the cross-pollination that comes with all disciplines working together in tandem was key to create a visual identity and design system that brought to life the brand values in such a short timeframe.
“ It was a big ask. We had a long list of requirements and a very short timeframe in which to get it all done. We put our trust in This Works and they delivered. ” — James Halstead, Director of Real Assets, BlackRock

Flex appeal

The project demanded a holistic understanding that went beyond a purely visual representation of the brand – we considered the changing relationship that students and parents would have with Point Campus, from initial enquiry through to graduation. Our design blended the rigour of a grid system with hand-drawn elements to humanise and personalise. The grid is a kind of graphic scaffolding, and gives a visual nod to the foundation and support provided by the building to help the students make their mark at university. The idea of making a mark is both graphic and conceptual – the students work on making their mark as well-rounded individuals. As part of the process, we navigated changes in the brief and a shifting list of deliverables.


Brand Strategy, Experience Strategy, Identity Design, Brand Guidelines, Social Media Guidelines, Art Direction, Photography, Film, Website Design and Development, Printed Marketing Material, Tone of Voice and Copy, Signage and Wayfinding

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Creating positive change through branding and communications
Graphic Designer
Editorial Consultant