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DBS Visualising success in a new reality

As a result of Covid-19, the education sector is facing a set of challenges that would have seemed unimaginable only months ago. How could we adapt and embrace this new reality to position DBS as the third-level institution of choice?

The challenge

Dublin Business School is Dublin’s largest private education provider offering a range of undergraduate and postgraduate programmes as well as evening degrees and professional diplomas. Typical college life will not be the norm for students starting college in September 2020, and it was important for us to represent this accurately in the creative, whilst also inspiring future students to consider

Our approach

Our team took a typographic route cantered around the concept of ‘visualising your future success’.  We used short, snappy and aspiring copy to really engage with DBS’s audiences. When we visualise our desired outcome, we begin to ‘see’ the possibility of achieving it. Through visualisation, we catch a glimpse of what is our preferred future. When this happens, we are motivated and prepared to pursue our goal.

The words ‘visualise’ and ‘achieve’ in the context of our campaign line, ensure the personal responsibility of the student to take control of their future and allows DBS to be the positive change in realising the ambitions of the students. It creates a core message of positivity, encouragement and empowerment aligning to DBS’s mission; ‘We help individuals achieve their education and career goals. We build futures one success story at a time.’

The execution

As people are spending more time online and outside, it was important for the creative to apply itself to digital and out of home. From the media plan, we rolled the concept out across radio, VOD, programmatic, native, social and out of home.

From the brand guidelines we developed as part of our rebrand of DBS in 2019, we were able to use a selection of colours in order for the type to ‘pop’ whilst still ensuring the brand logo remains front and centre.