The Pathways campaign was developed to support learners in making informed decisions about their next steps in education, training and employment. I created a full multi-channel visual identity along with a comprehensive suite of printed and digital assets, designed to simplify complex information and signpost clear routes to progression.
What I Did
I created the full Pathways campaign from initial concept through to final delivery, developing a distinct visual identity, logo and colour palette that set it apart from ACL’s core brand. I created the content for, and designed, every campaign asset myself, including multi‑page career passports for each curriculum area, curriculum‑specific career maps and posters, the general campaign poster, and detailed double‑sided career pathway graphics. I also created a comprehensive suite of digital content such as social posts, careers webpages, TV screen designs, and tutor slides to promote next‑step opportunities.
To ensure the campaign was accessible and supportive for all learners, I designed Easy Read guides covering interviews, confidence, disclosing a disability and first‑day preparation. I also designed a postcard for learners to receive at the end of their course linking to the campaign to support their next steps. The result was a multi‑format campaign that clearly communicated progression routes and helped embed careers guidance across ACL.
Please note: Some assets are linked within the text above. Due to the volume of assets, I have only linked selected examples. These represent the overall style, strategy, and quality of work delivered. If you would like to view additional materials, I would be happy to provide them on request.
Results and Impact
By introducing a completely new careers-focused visual identity and a full suite of accessible, learner‑friendly resources, the campaign strengthened how ACL communicated progression routes and next‑step opportunities.
The Career Passports, curriculum‑specific career maps, and the general Pathways campaign poster provided tutors, CASPAs and learners with consistent materials that made careers information easier to understand and more visible across centres. The Easy Read guides and digital assets supported a broader range of learners, helping to reduce anxiety around interviews, first days and next steps.
Learner‑facing materials such as the postcard and end‑of‑course slide helped embed progression conversations at key touch points in the learner journey.
Overall, the campaign enhanced the visibility of ACL’s offer and how it links to career pathways, equipped staff with ready‑to‑use materials to signpost progression, and created a recognisable identity that could be expanded across future curriculum areas.