SP—103 / Education & learning · Digital direction
OPEN CHAPTER
A creative direction for an adult-learning programme.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop OPEN CHAPTER, a fictional concept for an adult-learning programme. A long course catalogue can hide the exciting, achievable first lesson. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
Learners deciding what to explore and whether a course fits their current level.
The strategic idea
“LEARN YOUR NEXT THING.” is the central creative thought. Translate the proposition into a clear screen hierarchy: brand, reason to care, and an obvious next step. Show what someone will make or practise, explain the learning journey, and invite a clear next step without invented credentials.
The creative direction
An original book-inspired graphic, assertive typography and a #FFC700 colour field create the visual language for OPEN CHAPTER. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
YOUR BRAND.
A FRESH ANGLE.
Let’s build something grounded in your audience, your offer and your next move.
Talk about your project