Apprentice recruitment campaign
Branding | Advertising | Print | Digital
The AMRC Training Centre, part of the University of Sheffield's Advanced Manufacturing Research Centre, provides qualifications from advanced apprenticeship to postgraduate level. It uniquely combines the resources of a top Russell Group university with placements at leading industry partners, in a vocational "earn as you learn" approach.
Following an organisation-wide rebrand, our campaign aimed to be distinct yet recognisable within the AMRC brand. There was a desire for something fresh and an upgrade on the previous campaign design.
Previous campaign graphics (left) and my design (right).
The brief emphasised connecting with a diverse, youthful audience and reinforcing the Centre's position as an industry leader in engineering education. This was achieved, in part, by adding a purple accent, which is a secondary colour for the AMRC, but a primary colour for the University. This complements the existing palette, injecting vibrancy and energy while reinforcing the link to the University.
The slash – a key element of the AMRC visual brand – was repurposed to a repeating motif that linked to the shape of the Training Centre building, retaining the visual link to the parent brand whilst creating a distinct and recognisable identity.
Imagery was chosen to reflect a diverse and youthful audience, actively engaged in the AMRC's advanced engineering facilities.
The animated infographic celebrates the Centre's impact, taking metrics and facts, and using motion to bring the story to life. This content was shared on socials, the website and digital screens.
Other campaign materials included an event toolkit (banners, flyers, digital prospectus, information packs, branded merchandise), social media content and press ads. Examples below:
Modular conference folder and information pack, A5 leaflet, customisable A4 inserts and business card.
3x3 portable pop-up display stand (approx 2.5m x 2.2 m).
National Apprenticeship Week social media carousel.
Outreach kit 4pp flyer
This is an interactive document, created in InDesign and published online, to be viewed on ipads at exhibition stands and recruitment fairs. Please try it out – all the interactive elements should work here.