The Brief, Target Market & My Role:

Siobhan, Marketing Manager for Cara Credit Union, came to me with a project proposal. She wanted to create a guide for Secondary School students about to leave for College. With content provided by Mary Lucy, Education & Career Consultant and Founder of Career Ahead, tentative titles to the guide included ‘The College Survival Guide’ or ‘Are You College Ready?’. Mary would then present the content to students across Kerry, leaving them with the booklets as a takeaway.

Knowing that this might be an anxious time for students as they try to transition to living on their own, I suggested instead we flip it around to a positive - ‘How to Rock Your College Experience’, which gave me the leading visual for the cover (‘Rocking Out’ hand gesture), implying a fun time awaits.

I worked within the Cara colour palette of Green and Navy adding pops of red and orange for contrast. Initially, this was proposed as an eight-page booklet, but in the end, we had enough content to go to 28 pages 😂.

The campaign was so successful that Siobhan was awarded Best Marketing Initiative at the All-Ireland Credit Union Awards 2022.