Focus and Expand

“Focus and Expand” is a promotional campaign for the York Design program, targeting future applicants. The campaign centred around developing a series of three postcard mailers and related merchandise to help advertise the program. The tagline “Focus and Expand” describes the academic experience at York Design, where students can focus on specific areas in design while expanding their horizons with elective classes. It also describes the design process itself, focusing on an idea and expanding on it through iterations. The design of the postcards follows a “modern nostalgia” theme that is currently popular to attract the target audience, taking inspiration from zines with a bright colour palette, hand-drawn type and cut-out style imagery.