Hi, I’m Chloe Hayward
A recent graduate from the University for the Creative Arts, BA Graphic Design. A new designer who loves print and challenging herself with new ways of working.

Projects
  1. What is Letterpress?
  2. Celebrating Letterpress
  3. UCA Grad Show
  4. D&AD
  5. Festival of Making
  6. Surrey Hills Arts
  7. Motion Graphic Exhibiton
  8. Branding Projects

About Me

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UCA Grad Show and Graduation


Competiton: Chosen
Our University gave the graphic design courses the opportunity to design the marketing for our Grad Show and Graduation. We were given a brief on the assets wanted and what values we should showcase in the design. I was lucky enough to have been chose as the winner and my designers were used as the marketing for the Grad Show, developed by Harrsion Marshall of Frost Type Foundry, and the visual idenitiy of our Graduation, develped by myself.

The design takes inspiration from the game Tetris, you can create a unique pattern every time you play but all the shapes fit together no matter the combination. I took this as an allegoryfor creativity. No matter the area of work we are all creatives and fit together to create beautiful things.
Focus
Visual Identity
Marketing & Advertising
Skills
Illustrator
Date
Nov. 2024 - June 2025




    Farnham Campus

    Epsom Campus

    Canterbury Campus

    Additional Concept



In the brief, we were asked to create a series of poster concepts, a brochure cover and any additional ideas to help advertise the show. I decided to add in additional billboards, banners, business cards and badges that could be used around the university and each town to promote the Grad Show and to be given away as well. 











We presented our design to the marketing team via Padlet and then had a feedback meeting with them where they also announced the runner-ups and winners. My design was chosen to be the visual identity of UCA’s Grad Show and Graduation. 

I had a meeting with the team and was given a list of required concepts, email headers and an animation needed for the Grad Show, which I completed. However, due to time constraints, they asked an alumni, Harrison Marshell, to complete the work on the Grad Show, and I was offered the chance to work on the Graduation assets. 





I started by creating a GIF with a changing pattern and developed this into revolving text, but after some discussion I tried to develop it further to be more interesting. The final GIF was inspired by the pixelated movements of Tetris shapes falling as you play the game to link the original inspiration and create something that was more dynamic.







As the Grad Show began, I started to work on the Graduation concepts, including banners, a slide presentation, photo boards and backgrounds, that were more similar to my original concept. 







Assets in use at Graduation. 






When first creating my concept, I designed the shapes that would be the basis for my work. Tetris shapes fit together in a way that ultimately ends up creating a pattern. However, there are always gaps within these patterns and I wanted my design to be seamless, so I took the square and ‘L’ shapes and created smaller versions of them so that there was more variety of spacing and allowed me to create a complete design.

I added in patterns to the shapes to give the design a more interesting appearance and brightened up the colours provided as they appeared washed out and not inviting.


Using my shapes, I started to work on a typeface to give my design a unique edge over the others in the competition and to allow each of the UCA campuses to have their own visual identity for the Grad Show. As well as a completed pattern with the new shapes to show the full design.












 





Below and on the right are the final poster concept and promotional animation created by Harrison Marshall.










©2025Chloe Hayward Portfolio