Presenting Culture as a Sales Tool.
Gen-Z are an incredibly focused bunch. Across a number of attitudes and behaviours they display a remarkable pragmatism, especially when their education is concerned – they want to know what they’re getting and how it will tangibly benefit them.
But that’s tricky when you’re an art school. Graduate employment figures and average salaries are poor indicators of success for artists.
Instead, Norwich University of the Arts (NUA) asked us to help them showcase their culture and the working practices of their alumni – believing that glimpses of life as a NUA graduate (creative, productive and happy) and stories of how NUA had propelled them would have a positive impact on student recruitment.
Introducing Flint – an editorial glimpse into the culture, craft and creativity of NUA.
We took a design-first approach to the magazine, inspired by specialist ultra-premium print titles, and recognising that art students are more likely than most to be pre-occupied with aesthetic quality. The stories we told revolved around life at NUA, a diverse showcase of the work of current students, and success stories of notable alumni. So the magazine simultaneously sold the premise of a rich experience, but implicitly connected it to the impact on graduates.
We also decided to send the magazine to our audience much later in the decision making journey, using it as a conversion tool more than upstream consideration. We got on the list with the practical details – but we sealed the deal with how it made readers feel about life after art school.