Every project starts with a spark. Sometimes it’s a client brief, a team meeting, or a problem that needs solving. But my favourite projects are the ones that start with a story.
This is the story of a pen I made.
It’s not a pen made of plastic or ink. It’s a pen made of an idea—a single, sharp concept designed to tell the story of a world-class institution: The University of Manchester.
The Spark: Finding the Narrative
My process always begins with listening. I was reading an article on the university's own website, a fantastic feature called 'Innovation in Manchester'.
The story wasn't just about education; it was about creation. Manchester wasn't just a place where people learned about history; it was a place where they made it.
That was the core truth. And it needed a pen to write it.
Forging the 'Pen': Distilling a Slogan
A complex history needs a simple, powerful message. I wanted to distil that entire narrative of innovation into a single, memorable line. After exploring a few paths, the answer became clear. It had to be:
"Where Originals Are Made."
This slogan felt right for three reasons:
It’s Authentic: It’s a verifiable claim backed by a century of pioneering discoveries.
It’s Aspirational: It speaks directly to prospective students, promising transformation.
It’s Broad: "Originals" refers not just to people, but to ideas, discoveries, and art.
The pen was forged. Now, it needed a form.
Giving the 'Pen' its Form: The Visual Identity
An idea is invisible until you can see it. To make the slogan real, I created a visual concept—a digital banner that could live on a website, a social media profile, or in a campaign.
This wasn't just about aesthetics; it was about brand cohesion.
The Font: The slogan's font couldn't be generic. It had to have weight and history. I chose to mirror the university’s own Gothic-style wordmark, creating an immediate visual link to their established identity.
The Logo: I used the official "MANCHESTER 1824" mark, ensuring the concept felt like an evolution of the brand, not a departure from it.
The Colour: A simple purple background wouldn't suffice. I used a subtle gradient from the university's signature purple to a modern teal, symbolising the bridge between its rich heritage and its innovative future.
This was the result:
The 'Pen's' Purpose: Putting it to Work
A great idea is only as good as its ability to reach the right people. The final step was to package this concept into a cold email—a strategic tool to open a door. I wrote a targeted message to the university's marketing leadership, not just showing them the finished "pen," but explaining the thinking behind it and demonstrating its value from the very first sentence.
From an article, to a slogan, to a design, to an outreach strategy—the journey was complete.
This is why I love what I do. It’s about more than just writing words or designing graphics. It’s about finding the truth in a brand's story and crafting the perfect pen for them to write their future with.
Comments
Post a Comment