Most London South Bank University students are the first in their family to go to university. Our insight was that for them, higher education isn’t just about ambition, it’s about possibility. By showing the journey from where they start to where they can go, we made those goals feel achievable. The Making of You became a celebration of that transformation.

 

The result was an authentic, uplifting campaign that inspired first-generation students to see themselves in the brand. We also created full campaign guidelines and a toolkit so LSBU could carry the idea forward, from social content to welcome badges.