Goldsmiths, University of London

Campaign identity

Goldsmiths, University of London is a world leader in new knowledge, a place where creative minds can thrive and ideas can grow. Long regarded as a creative powerhouse with a rich academic heritage, its areas of specialism now span the arts, humanities, social sciences, computing, business and management. Goldsmiths is determined to attract the best, brightest and bravest students: our task was to create a recruitment campaign identity to help the university to achieve this ambition over the next three years. Working with regular writing partner Kate Van der Borgh, our starting point was to craft a compelling and flexible approach to copy: our One Goldsmiths concept placed eclecticism, individuality and diversity at the heart of the solution. With a similarly eclectic approach to typography, we brought this melting pot of disciplines, specialisms and subjects to life. Photographer John Wildgoose joined our project team to deliver a suite of brilliant black and white reportage photographs, all shot on and around the Goldsmiths campus. We also brought animators Buff Motion and exhibition build specialists Standard 8 on board to deliver their own areas of expertise. An appropriately collaborative solution for a boldly collaborative institution.

What we did

  • Campaign concept
  • Campaign identity
  • Campaign communications
  • Exhibition
  • Moving image
  • Creative direction

Share this project

“It’s been a real pleasure working with the team at Baxter and Bailey. We came to them with an ambitious brief that they’ve distilled into a striking, powerful campaign that authentically gets to the heart of what makes Goldsmiths such an exciting and inclusive place to study.”

Jennifer New
Student Marketing Manager
Goldsmiths, University of London

“Baxter and Bailey have been simply brilliant to work with: insightful, agile and almost an extension of our own team. The Goldsmiths brand is a powerful and complex one, with a diverse and busy visual language. Baxter and Bailey nailed the brief with some exceptionally restrained, impactful, and beautifully worked graphic and narrative styles which have developed into a stunning campaign.”

Blair Campbell
Head of Marketing
Goldsmiths, University of London


The campaign, which launched in March 2018, will be seen by over 100,000 16 and 17 year old students at events around the country and by over 2 million web visitors in the first year alone.

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