PORTFOLIO WEBSITE

Own your Future

Campaign

ALU during the pandemic had a change in strategy. A bold strategy. To change the way education is perceived in Africa. But this wasn’t the only bold strategy the organization was making – changing the brand voice and brand perception was an equally bold yet challenging task.

While changing strategies is not new to the organization, the voice and perception of the organization had been quite the same till this point, hence the challenge.

The culture codes for the campaign were:

ALU was looking to sound BOLD and Un-apologetically African. The best way to picture this without saying too much? Take a second, close your eyes, picture JAY-Z’s hair (in 2021-2022). Yea, that hair. Unapologetic right?! 😀

Q: Umm, who’s the man with the huge dreadlocks walking into the boardroom?
A: Uhhh, that’s JAY-Z, the owner. Yea, owner.

Being unapologetic about how it (ALU) chooses to realize its potential at this junction was an important factor in breaking the mold of the norm. And taking the future by the horn.

As part of the repositioning strategy, the team was tasked with initiating a campaign for new intakes titled Own your Future. Asides from being a lead magnet for potential students, the Own your Future campaign was also a way of spreading the many messages the organization had to pass.

Design options

Being unapologetic about how it (ALU) chooses to realize its potential at this junction was an important factor in breaking the mold of the norm. And taking the future by the horn.

The world is your campus – Aimed at ALU’s learning model.

Own your Future, and Own your Impact – Targeted not at every young person, but the type of student ALU wants to apply to the university. Those who dare to dream. Sorry, but not sorry. Have an idea about the impact they want to make in the world. And lastly, those who are unapologetic about how they choose to realize their potential.

And tasks were flying around! I was tasked with the creative direction of these campaigns, including designs for all mediums, landing pages, webinar decks, and a few other collaterals.