LCI Melbourne
Different by Design
LCI Melbourne is an independent art and design institute with a bold, unconventional spirit. In a crowded higher education market, they needed to cut through and connect with the next generation of creatives.
Role
Creative Concept
Creative Direction
Casting
Styling
Collateral Rollout
Our job was to create a campaign that felt as original as the school itself. We built the idea around the line “Different by Design,” a confident expression of LCI’s alternative approach to learning.
Visually, the campaign leaned into student stories, bold colour, layered textures and dynamic compositions to reflect a studio-led, expressive culture. The photography and video direction embraced diversity and individuality, breaking away from the typical polished university look.
Headlines like “Choose Different” set the tone, inviting students to own their creative ambition. Rolled out across outdoor, digital, social, blogs and a new course guide, the campaign delivered a cohesive but unexpected brand experience.
The result? A standout presence that spoke directly to non-conformist young creatives and helped LCI Melbourne double its student enrolments in 2025.
Additional Credits
Agency: Ellis Jones
Co-Director: David Constantine
Communications Director: Melinda Scaringi
Photographer: Charlie Ashfield
and Marie-Luise Skibbe
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