The UAL recruitment campaign was built around the statement: "Because the world needs creativity." This became a unifying concept — a bold expression of the university’s values and purpose.

Using the colon from the UAL logo as inspiration, the idea of "a space for creativity" emerged. Student talent was placed at the heart of the campaign, with the two squares from the logo reimagined as a frame to showcase student work — a literal and symbolic platform for creative expression.

Over the course of a year, and with the support of all six UAL colleges, hundreds of student projects were collected and documented across a wide range of disciplines. These stories formed the foundation of a multi-channel recruitment campaign that not only celebrated creativity but let it speak for itself through real student work.