Master in Communication Strategies: Campaign Design
A multi-channel communication system combining editorial, digital and promotional assets
A communication campaign designed to promote a postgraduate program through a cohesive visual system across editorial materials, digital platforms and on-campus communication. The project focused on clarity, consistency and strategic content design to support recruitment and brand positioning.
Project Information
- Client: Master in Communication Strategies — Complutense University of Madrid
- Industry: Higher Education
- Type: Communication Campaign Design
- Role: Senior Graphic Designer
- Scope: Campaign design, editorial materials, social media assets, visual identity, promotional communication
- Platforms: Print, Social Media, Web
- Tools: Adobe Creative Suite, Canva
- Timeline: 2020–2021
The Challenge
The challenge was to turn an artistic practice into a cohesive digital brand capable of communicating clearly across content, community and commerce. The system needed to support artistic work, educational resources, audience growth and product sales without losing personality or visual consistency.
Services
- Campaign Design
- Editorial Design
- Social Media Design
- Content System Design
- Multi-Platform Visual Adaptation
Research, diagnosis, and audience analysis defined the foundation of the visual system. Before designing, the process focused on understanding the brand’s context, identifying inconsistencies, analyzing competitors, and studying user behavior to build a clear, coherent, and effective communication strategy for the Master in Communication Strategies.
The project began with the development of a visual identity manual to establish a clear and consistent foundation for all communications. This step defined the logo usage, color system, typography, and visual elements, ensuring coherence across digital and print formats. By setting these guidelines early, the design process gained direction, scalability, and consistency, allowing the brand to communicate with clarity and professionalism across every touchpoint.
An editorial calendar was developed to structure content planning and ensure consistency across social media. This system made it possible to organize topics, define formats, and maintain a regular publishing rhythm while aligning each post with the overall communication strategy. It also enabled performance tracking and continuous optimization based on audience response.
