Bayes Business School - 2026
2026 Brand Campaign
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The 2026 brand campaign focused particularly on the School’s postgraduate (PG) audience. To achieve this, it centred on the idea of education as a strategic investment, using the language of finance, growth, and return to align the brand with the ambitions of students pursuing careers in business, finance, and entrepreneurship.
At the core of the campaign is a messaging platform built around the relationship between potential, investment, and outcome.
As the PG audience is typically already established in their careers, rather than presenting education in purely academic terms, the campaign frames a Bayes degree as a catalyst for measurable career advancement, speaking to an audience motivated by long-term success and real-world impact.
With the visuals, I aimed to combine confident and impactful portrait photography of our actual students with recognisable City of London landmarks and institutional locations, reinforcing the school’s connection to industry and its position within one of the world’s leading financial centres.
The campaign was designed to work across a wide range of formats, from digital and print to large-scale out-of-home advertising. For example, the executions shown on this page were displayed across the Transport for London network, particularly at stations such as Old Street, Liverpool Street, and Moorgate, as research showed that a strong proportion of our audience worked in the City of London and Tech City areas.
In comparison to previous campaigns, I chose to focus more on simplicity and impact within the artwork. As we were competing with commuters’ phone screens, and the average train wait time is only two to four minutes, I felt that bold imagery paired with a clear, easy-to-read message was essential. The aim was that a commuter could give the advert only a few seconds of attention and still understand what Bayes offers and what the campaign is communicating.