The Faculty of Arts and Social Sciences has evolved significantly since its founding in 1929, growing from four core subjects into a diverse faculty of 16 departments. With flexible subject combinations, specialised minors, and global partnerships, it continues to reinvent itself to meet the changing interests of students and the demands of a global education landscape.

The brief was to develop a playful and engaging key visual and supporting collaterals for the NUS Faculty of Arts and Social Sciences recruitment campaign. Instead of using the official faculty crest, the design needed to stand on its own as a distinctive visual identity, flexible enough to be applied across recruitment materials and events.

Drove a significant increase in student engagement and campaign participation, contributing to a strong uplift in event sign ups during the campaign period.
Branded merchandise acted as a key engagement driver, increasing awareness, interaction, and conversion across touchpoints.

The campaign successfully translated creative design into measurable outcomes, strengthening organisational identity while boosting participation and overall return, achieving 30 percent Increased in signup.