The campaign’s color palette was designed to feel both fresh and trustworthy, perfect for the high-pressure vibe of university admissions. We anchored everything with a bold navy for that classic, collegiate look, then layered in a soft green and sky blue to add a sense of calm and clarity. Bright orange gave us the energy we needed for key moments, while a warm off-white kept everything clean and approachable. For typography, we combined modern, easy-to-read fonts in both English and Traditional Chinese to make sure everything felt cohesive and legible across channels. I also created a set of custom icons to help tie all the visuals together especially helpful across all the different formats we were designing for.

On the photography side, we kept things real and relatable. We focused on natural, candid shots of students who looked confident and focused, something both students and parents could connect with. Lighting was bright and uplifting to cut through the stress of exam season, and we used clean, simple backgrounds to keep the attention where it mattered. We also included professional portraits for the expert speakers, adding that extra layer of trust. Throughout the visuals, diversity and inclusion were a priority, making sure the campaign genuinely reflected the audience it was speaking to.