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University Welcome Pack
TEAM:
Adam Little
PROJECT:
UOS Welcome pack & social contenet
CLIENT:
University of Suffolk
EXPERTISE:
Creative Direction / Print Design / Paper Engineering / Copywriting / Campaign Strategy / Campaign Identity
ROLE:
Creative Director / Lead Designer
CHALLENGE
The University of Suffolk wanted to welcome new students in a way that genuinely reflected its ambition to be the university that cares. Rather than sending another information pack, the challenge was to create an experience that felt personal, memorable and reassuring – building excitement while encouraging students to explore the support, opportunities and community waiting for them.
IDEA
A welcome should feel like an experience, not an information pack.
At the heart of the campaign was a simple creative device: placing UOS within the very words welcoming students. By highlighting the University's initials inside key headlines, the copy itself became the visual identity – reinforcing the idea that students are at the heart of everything the University does. The identity became part of the language itself.
STRATEGY
I led the creative strategy, concept, copywriting and art direction, designing a welcome journey that combined the impact of physical media with the depth of digital content.
The centrepiece was a bespoke paper-engineered mailer, designed to post without an envelope. A perforated opening strip invited recipients to unwrap the piece, revealing a series of messages sequentially before arriving at the welcome guide inside – turning a simple mailing into a considered brand experience.
Within the booklet, QR codes extended the journey beyond print, unlocking videos, events, support services and additional online content. Rather than treating print and digital as separate channels, each was designed to complement the other – using the tactile experience of print to spark curiosity, and digital content to deepen engagement.
IMPACT
The project demonstrates how thoughtful experience design can transform a traditional welcome pack into a meaningful first interaction. By combining strategic copywriting, paper engineering and integrated digital content, the campaign brought the University's caring ethos to life while creating a richer, more engaging onboarding experience for prospective students.
