*This work was featured in the Winter Edition 2015 of Move Up Magazine, pp. 22 & 23*
Having successfully partnered with nine10 on two previous campaigns to promote their diverse program offerings, GPRC contracted nine10 to promote their Fine Arts Department, students, alumni, and course offerings. Knowing that GPRC’s Fine Arts Department has numerous unique and incredible alumni stories to tell, the campaign focus was on telling those stories through original photography and first-person accounts.
As a secondary goal, GPRC also wanted to add to the ongoing image and marketing collateral developed as part of previous trades and degree program campaigns.
Given GPRC’s trades-heavy northern location, it was also important that the messaging conveyed the arts as a valid and potentially lucrative career choice. From this insight, the campaign theme was born: Art Works. Acting as a double (or is it triple?) entendre, the campaign theme was chosen because of its emphasis on both the unique individual “artwork” and the path that so many individuals have taken at GPRC to build sustainable careers working in the arts.
nine10 partnered with Beauchamp Photography to complete the original photo portions of the project and capture students and alumni in a variety of unique GPRC locations and professional workplaces off-campus.
All stories were told from a first-person perspective and focused on GPRC’s various visual arts and music programs. The stories included each student’s initial ambitions they had prior to the program, the details of the programs taken and how the programs have helped them achieve their goals since. Graphics were designed to be striking, colourful and fresh. In order to achieve consistent messaging across multiple mediums the following assets were created: