The CPIT/Aoraki Youth Pathways campaign centred around the phrase “Some of the best things in life are free”. It’s a strong, positive message that attracts attention and resonates widely. I gave this strong phrase an equally strong typographic treatment. The concept appeals to both intended target markets, specifically teenagers who need a bit of encouragement into training; teenagers who understand the value of the offering and have the motivation to take advantage of it; plus their parents and influencers. The campaign was deemed very successful and had lots of positive feedback from staff and prospective students and was run for a couple years until the rebrand of CPIT/Aoraki.
