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Case Study Summary
Our Challenge
Humanities subjects are becoming increasingly unpopular among students. Today, only 8% of students choose to study humanities at A-level – and that number is dropping every year.
This decline is largely due to the stigma that studying humanities won’t lead to a successful career. But this perception is not only misleading, it’s harmful. Humanities subjects develop critical thinking, communication, and empathy – skills that are essential for society and highly valued by employers.
Our Approach
Every choice begins with influence. Through research, I uncovered a simple truth: the strongest force shaping a student’s subject choice is not the curriculum, but the voices around them — parents, peers, and the weight of expectation.
I set out to speak to both audiences: the child with curiosity, and the parent with concern. The challenge was balance. What inspires a child might bore a parent. What reassures a parent might feel irrelevant to a teenager.
The solution was clarity and diversity — a campaign built not on compromise, but on breadth. A message strong enough to engage both minds, presented in a way that respected their differences.
Our Solution
I designed a magazine aimed at both students and parents. For students, it featured inspiring success stories — from Jack Ma to Steve Jobs — along with fun, off-curriculum topics to ignite interest in the humanities. For parents, it offered reassurance through research, statistics, and insights from employers, highlighting the real-world value of a humanities education.
Connected through a QR code, I also prototyped an app that provides tailored support — from top university suggestions to access to mentors and tutors.
Everything was crafted in a bold, creative, and approachable style designed to engage both audiences and bridge the gap between curiosity and confidence.
Feedback
After completing the project, I received positive feedback from career advisors, tutors, and parents. Many found it engaging and insightful, with one career advisor noting it as
“essential for the future of humanities education.”
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Humanities Revolution
It’s a question that continues to spark debate—as enrolment in arts and humanities subjects declines year after year. While curriculum changes and job market pressures play a role, it turns out that one of the biggest influences on a child’s future is much closer to home.
“Half of students choose their GCSE subjects based on the influence of a parent or carer.”
And it doesn’t stop there. 63% of parents report actively discussing STEM careers with their children—often unintentionally reinforcing the idea that these paths are more valuable or viable. Alongside this, peer pressure and teacher bias subtly shape a student’s sense of what’s “worth pursuing.”
My Response
Designing a Humanities Comeback
To tackle the perception crisis around humanities, I designed a 53-page magazine celebrating the power and relevance of these subjects today.
The magazine was structured into four clear sections to help readers quickly find what resonates:
Literature & Languge
Art & Design
History & Heritage
Philosophy & Ethics
Each section featured:
A case study—like Brave New World or the Bauhaus school—bringing topics to life beyond the standard curriculum.
A data-driven parent spread, breaking down how each subject opens real-world opportunities.
A first-person success story from a young adult thriving in that field—like Georgia, a fashion designer who made it to Paris Fashion Week despite early discouragement.
To directly challenge the myth that humanities "don't lead anywhere," I spotlighted global leaders with humanities backgrounds—Debbie Wosskow OBE, Jack Ma, and Steve Jobs—showing how these disciplines build the critical skills employers actually need: creativity, communication, and big-picture thinking.
The HUmanities revolution app
Linked via a QR code at the back of the magazine, I prototyped an app designed to guide parents and students through the often confusing path of humanities subjects.
The app delivers essential, trusted information—including:
Top universities offering humanities courses
Insights from employers on the value of specific subjects
Popular career paths linked to each discipline
But it doesn’t stop there.
Understanding the need for real human connection, the app also helps users find local tutors to support learning and offers access to mentors currently working in humanities-related careers. Students and parents can message these mentors directly, hearing first-hand about their journeys—what worked, what didn’t, and how to boost their chances of success after university.
This blend of data, community, and guidance makes the app a vital companion, turning uncertainty into confidence and opening doors for the next generation of humanities students.
Designing the Brand
When designing the brand, my goal was to visually reflect the diverse, expressive nature of the humanities—while still maintaining a sense of trust, clarity, and structure.
I took inspiration from bold, boundary-pushing publications like Ray Gun magazine, known for its experimental layouts and raw visual energy. That influence led me to develop a brand style that felt creative, tactile, and unapologetically human.
To capture that spirit:
I used ink rollers to create vibrant, textured backgrounds—introducing colour and unpredictability across the spreads, echoing the hands-on nature of art, literature, and history.
For headings, I chose a grotesk typeface with distinctive ink traps. It’s bold and trustworthy, but with a subtle quirk that sets it apart from default choices like Helvetica—striking the right balance between personality and professionalism.
For body text, I opted for Helvetica Neue. It offers clarity, excellent legibility at small sizes, and a wide family—ideal for long-form content across both print and digital formats.
The result is a brand identity that celebrates intellect and imagination—inviting readers in with visual warmth, while providing the structure needed to earn their trust.
Logo Design
A bold mark for a creative revolution
For the logo, I wanted to capture the spirit of a revolution in education—something unapologetically creative, youthful, and powerful enough to resonate with both students and parents.
The concept that stood out was inspired by the energy of protest art—raw, expressive, and immediate. I hand-painted each letter using a dry paintbrush, embracing the rough textures and imperfections to create a feeling of urgency and movement. The result was a logo that felt like it belonged on a placard at a march: bold, honest, and impossible to ignore.
After digitising the letterforms, I carefully overlapped them to maintain legibility while preserving the dynamic, layered look. The composition balances chaos and clarity, echoing the spirited nature of the humanities.
For the colour, I initially explored red—but found it felt too aggressive and politically charged. I ultimately chose a deep, confident blue. Blue conveys trust, honesty, and calm—qualities that resonate with parents making decisions for their children’s futures. It also helped avoid the logo feeling too juvenile, anchoring it with a sense of maturity.
To reinforce that balance, I paired the expressive logo with Helvetica Neue on the cover—bringing structure, professionalism, and contrast to the overall aesthetic.
