What makes a prospectus engaging for 15-18 year olds?

Stoke-on-Trent College

-Further Education

Academic Prospectus Design

Background

Stoke-on-Trent College is the largest provider of further education in Stoke and North Staffordshire with around 5,000 students enrolled each year. Through inspired teaching, learning and skills training, their vision is to be the technical and professional college of choice in the area for 15-18 year olds.

The aim

Following two tender processes, the team at Stoke-on-Trent College appointed us to bring fresh creative energy to the 2024/25 and 2025/26 editions of their prospectus - the flagship marketing piece in the early part of the decision-making process for prospective learners. They wanted the new designs to inspire prospective students while showcasing their vast course offering and still upholding the College’s core brand style and tone.

Visual conception

We approached concepting with a strong focus on bringing life to the prospectus and conveying a sense of freedom and development to represent the rite of passage and journey from further education to career. We created a layered collage-based style featuring cut out photography, layered typography and bold graphics to move away from a flat design and create depth, variety and interest.

For the 2024 concept we focused on textured graphics to add depth and energy, and for the 2025 concept the focus was on flow, introducing smooth curves, reflecting the sense of ‘process’ and a smooth transition into the world of work.

Then we developed a dual approach to the inner spread designs. For course pages, we created a set style to be used across all courses, allowing readers to easily find key course information and make comparisons between courses as they consider their options. For all other content, we created unique spread designs to bring fresh vitality for maximum engagement.

Our colour choice was vibrant for the young audience, while also being in keeping with the College’s brand guidelines. We introduced more depth of colour to the course pages than in previous editions, choosing complementary colours from the secondary palette to make these pages more interesting and easier to read.

Stoke on Trent College prospectus cover titled “Future Ready Skills” featuring students from different courses on a colourful background.

Hospitality student in chef uniform and blue hat smiling with arms folded, wearing a Stoke-on-Trent College apron.

Female student in safety glasses working with engineering equipment, with the text “Getting started with your apprenticeship”.

Open college prospectus showing course entry requirements and an image of a student holding a model spine.

Considering accessibility

The College team were keen for the prospectus design to be accessible. So, we followed AA accessibility standards to ensure it was designed with everyone in mind, without compromising on engaging visuals and inspiring design. We increased the font size of the body copy, carefully considered the placement of images on the page and removed outlined text on colour backgrounds to create a clear, user-friendly design that’s easy to understand.

Prospectus Covers showing two options, one features graphic drawn elements and the other features photographic elements.

Student at Stoke-on-Trent College with cooking clothing on with a pan in hand cooking vegetables

Two female students walking on campus and smiling

Mockup of an open prospectus showing a double page spread about apprenticeships

Testimonial

"Starbots’ attention to detail and reliable deadlines made the process seamless, delivering our prospectus on time and within budget. Their responsive, flexible approach ensured we felt supported throughout."

Andrea Capewell,
Communications & Product Information Officer, Stoke-on-Trent College

Inside The Project

"Working on the College prospectus was a fantastic collaboration. Thanks to the College team for helping cultivate an effective partnership that delivered a design meeting objectives and inspiring future marketing campaigns."

Emma Bagley,
Client Services Director, Starbots Creative

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