EY Alumni Campaign

OVERVIEW

EY’s internal Marketing team were looking for a way to re-engage and reconnect with the company’s alumni, by launching their first Irish alumni-targeted campaign. They needed a bespoke identity that would work online; through email, an online magazine and new social media presence.

research AND design direction

Working alongside my Creative Manager, I outlined the brief/context, project goals, visual style and the key audience. I also analysed other existing alumni campaigns, both from EY globally and other competitors. We also brainstormed potential creative directions.

We used Microsoft Whiteboard to collaborate and collect our ideas and research, and developed a visual framework, wordmark, and tagline.

Concept

Human-focused imagery, split to show two faces, highlights not only the diversity of EY Alumni, but also show connotations of community and connection. Displaying these personas in digital devices promoted EY’s digital-first initiative, and also acknowledges that our connections and networking has shifted from in-person networking to more virtual connections.

Using Adobe XD, I also created wireframes within EY’s website design system, for the eNewsletter layout, landing page and article page.