Anglican theological college Westcott House’s broad student recruitment campaign reaches out to those considering ordination from all backgrounds. ‘Westcott made the difference’ tells the stories of alumni journeys, mapping out their path before and after their Westcott experience.
The central conceit of ‘From X to Y’ applies a variety of linguistic techniques including alliteration, mirroring, contrast and progression to create intrigue and invite the reader to discover the full story. Subject photography infuses the campaign with authentic character, reflecting the different backgrounds and ethnicities of its alumni. The project also allowed for the reinvigoration of the college’s visual identity, with a new typeface introduced, a tidying up of the logomark and a lightening of the brand colour. Adverts appeared in print and online and, to paraphrase the client, have been the subject of immense admiration among peer colleges.