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Abbey Road Institute unveils new student recruitment campaign

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Abbey Road Institute have worked alongside Baxter and Bailey creating a student recruitment campaign to generate interest from potential applicants.

The institute is self described as a “training ground for the next generation of music producers and sound engineers”, which offers hands on courses to students who want a career in the music industry.


Abbey Road Institute, play

Baxter and Bailey have designed a series of visual elements that are to be used across digital and print formats while also using elements of the existing school logo, which was designed by Form.

The tagline for the new campaign, “Be the future sound makers”, is central to the project. A set of familiar icons that are used across music production have been used for the project.

Overlaid over black and white cut out photographs of existing institute students that are making music, symbols have been placed that represent pause, rewind, fast forward. The symbols are set in red against the images on a white background.


Abbey Road Institute, tabletAbbey Road Institute, stationery

Creative director at Baxter and Bailey, Matt Baxter, says: “We wanted to give a bit of a sense of the human element. It can be quite useful to show people in a campaign like this for [future] students who want some insight on what the course might be like, so to go with an entirely cold, graphic-only approach wouldn’t have been right.

“It needed to feel active, like it wasn’t just theoretical, but you would be there in studios using equipment.”

The institute was “born out of the expertise and skills developed at the [Abbey Road] Studios over the past 80 years”, says the ARI.

Baxter says that for the new campaign it was vital to “not just rely on the heritage and history” and to help the Institute “begin to form its own identity”.


Abbey Road Institute, guidelines

The studio have continued with the Abbey Road Institute palette of red, black and white which forms its visual identity. “It helps to keep it strong and memorable and keep the consistency across different touchpoints. So if you see a GIF on Instagram or a banner on Facebook there is a strong consistency between those elements,” says Baxter.

Baxter and Bailey have created a toolkit for the digital and print elements for the campaign, in addition to animations for online, social media and digital advertising.

The studio have continued with the Abbey Road Institute palette of red, black and white which forms its visual identity. “It helps to keep it strong and memorable and keep the consistency across different touchpoints. So if you see a GIF on Instagram or a banner on Facebook there is a strong consistency between those elements,” says Baxter.

Baxter and Bailey have created a toolkit for the digital and print elements for the campaign, in addition to animations for online, social media and digital advertising.


Abbey Road Institute, t-shirts2Abbey Road Institute, t-shirts1Abbey Road Institute, tuning fork

Rules have also been included for merchandising, with instructions on how the campaign should be applied to items such as tote bags, stationery and t-shirts.

The typeface Avant Garde has been used for the campaign, taking from the brand guidelines for Abbey Road Studios which was created by Form design, who used the typeface as primary for the Studios.

Baxter and Bailey have created an additional item, a tuning fork, that will be given to graduating students.


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