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New Education Group

Streetwear with flair, leads to main campaign

03 Jul 2018

Winning plaudits from tutors and students around New Zealand, Yoobee School of Design Auckland student Jericho (Jecky) Jayme’s winning student streetwear competition entry, has resulted in him becoming the first student to design a multi-channel enrolment campaign for Yoobee’s nationwide enrolment campaign.

Studying Digital Media (level 7) wasn’t necessarily the path to designing clothing, but Jecky embraced the challenge and was super excited when he won. He said, “I designed this brand to stand out and be attractive, and engage with the target audience.  Once I was on this path, I was motivated through digital and physical tools I use as a professional illustrator/graphic designer to push the boundaries and create something really unique”.

His work caught the eye of Yoobee Marketing Manager Analiese Jackson, who saw the opportunity to give Jecky the chance to work for a client on a live brief to build the first Yoobee enrolment campaign.  It is the first time a student has been involved in the creation of a campaign, and Analiese said, “Jecky’s streetwear brand was really engaging and I could see this translating to our enrolment campaign”.

Yoobee’s enrolment campaigns are typically geared to inspire potential design students and highlight the hands-on, industry connected programmes on offer.  The campaign is then used across a range of mediums: billboards, bus-backs, posters and digital assets such as Facebook ads and web banners.

Jecky created a contemporary twist on the Yoobee brand by showcasing the tools of the trade.  For example, the ‘Y’ is a fountain pen, a traditional tool of a graphic designer, whereas one of the ‘O’s’ depicts the anchor points that digital designers use, and the first of the two ‘E’s’ in Yoobee is a splash of paint.

Nick Webster, Group Operations Director, Yoobee Design School said, “It’s fantastic when we see our students develop into professional designers.  Jecky is certainly excelling and we’re excited that he has had these opportunities to shine.  This is what Yoobee is able to offer to its students – highly practical and applied learning and great industry connections to ensure our students get the best start in their careers”.