The campaign had to balance tradition and renewal, reflecting Cuddesdon’s established credibility and prestige while appealing to a younger audience. It also needed to work across multiple touchpoints — print, digital, and social media — and clearly communicate the pathway’s focus on faith, formation, and ministry with children and young people.

The visual direction reimagined Cuddesdon’s existing identity, drawing inspiration from the College’s architecture where historic and modern buildings sit in dialogue. The colour palette evolved the College’s core colours into more contemporary, expressive tones. Typography was refreshed with modern counterparts to existing typefaces, bringing clarity and energy to communications.

Photography was treated in black and white to create focus, depth, and emotional resonance, while halftone textures added a tactile, youthful quality. Supporting graphic shapes were derived from the geometry of the College logo, ensuring the campaign remained rooted in Cuddesdon’s visual language while exploring new creative territory.

The campaign identity feels both grounded and alive, reflecting the heart of the CYPF pathway: faith that is deeply rooted, formation that is intentional, and a forward-looking commitment to equipping those called to walk alongside children and young people with confidence, purpose, and hope. The system has been successfully applied across campaign materials, supporting engagement and helping to establish a clear, recognisable presence for the new pathway.