Undiscovered Aberdeen
This destination marketing campaign aimed to reposition Robert Gordon University and the city of Aberdeen as a vibrant place to study, work, and live. The campaign targeted prospective students, researchers, employees and employers across Scotland and the UK.
I developed the visual identity for UnDiscovered Aberdeen, creating a brand that feels distinctive and personal while staying closely aligned with RGU’s existing branding. The design celebrates the journey from coast to country, using waves to represent the coastline, peaks for the surrounding mountains, and winding paths to symbolise exploration. These elements form the foundation of the logo and wider brand system, giving the campaign a strong sense of adventure. To add energy and structure, I introduced geometric shapes and directional arrows, which guide attention and reinforce the theme of discovery. The result is a flexible, cohesive identity that works across print, digital, and outdoor media, all tied together by the strapline: UnDiscovered Aberdeen.
A collaborative video series by RGU and Scottish food influencer Julia Bryce, celebrating Aberdeen’s best and newest culinary experiences. The campaign partnered with a local food and drink influencer (and RGU alum) to create authentic, engaging content that resonated with audiences. It achieved the highest view count ever on any video or reel posted to RGU’s Instagram, sparking strong community engagement and prompting chefs and restaurant owners to reach out for opportunities to collaborate on Series 2. The project perfectly complements the Undiscovered Aberdeen campaign, maintaining a consistent visual style and tone across all platforms.
