Planning and research
Following the GCS OASIS plan structure, I created a comprehensive plan covering objectives, audience insight, strategy, implementation and evaluation. I worked as part of a multi-discipline team so this was a useful tool to frame discussions and meetings. A bank of user research was available from earlier projects, and the main focus was defining a problem statement and sets of inclusive user needs
Insights and synthesis
User research pointed towards feelings of anxiety and stress among students, so I pushed for a customer journey map to better visualise these emotions. This was a new tool for the SLC team, but highlighted problems that had been overlooked in previous campaigns. This meant the team saw value in prioritising reassuring messaging throughout the campaign, taking a more user-centred approach.
Design and delivery
As part of the design team, I planned and designed the graphics for the campaign, opting for an unobtrusive and contemporary style that doesn't conflict with the serious messaging.
