Hult BUSINESS SCHOOL
Hult International Business School operates across three global campuses, Boston, London, and Dubai, with a student body of 140+ nationalities and a reputation for producing work-ready graduates. As part of the in-house design team, I work across the full spectrum of brand touchpoints: LinkedIn carousels, event signage, social content, student mailouts, graduation collateral, campus merch, posters, and more. It's high-volume, high-variety work that demands both creative range and consistency that holds a large brand together under pressure.
One of the most rewarding parts of the role has been creating merch for students & faculty. Through focus groups, I gathered direct input from 350 students about what they actually wanted, then let that research shape the creative direction. The result was work that resonated: pieces students were excited about, rather than generic branded giveaways.
Hult Merchandise
From branded giveaways to a considered product ecosystem
The challenge
The existing merchandise range needed to feel more coherent, useful, and relevant to the Hult community. The brief was not simply to design more items, it was to understand what people would want to use and how the range could feel like one connected brand experience.
The process
I audited the existing range & created new creative directions in line with Hult branding. I conducted a few campus visits and surveyed 350 students and faculty, bringing physical samples and asking questions - what they felt represented them and what they’d actually wear. I then worked with Thao, our operations manager, to work directly with suppliers on lead times, materials, print methods & production constraints. We identified the need for 2 clear product tiers - an accessible ‘essentials range’ for free merch and a more premium made-to-order range that could be purchased through the store.
The creative idea
I developed a flexible visual and verbal system that allowed different products to feel related without becoming repetitive. Colourful, zoomed-in sections of Hult’s graphic shapes became a recognisable thread across the range, while playful copy gave the products a more distinctive voice.
The result
Hult now has a range that works as a coherent product family, with strong alignment between visual identity and playful tone of voice. The products were designed for genuine use, and have already garnered excitement and positive feedback from faculty, staff and students.
I’ve since started reworking the wordmarks on the apparel collection seen in-store. I wanted to give a modern twist on college varsity aesthetics, whilst giving some students the option for a more minimal look. More premium products are being developed to add to the line.
Acceptance Packs
Designing a welcome experience before students arrive
The challenge
The confirmation pack needed to communicate practical information to incoming students and parents, but it also had to create excitement and give students a sense of belonging before they arrived on campus.
The process
Rather than treating the pack as a collection of documents, I designed it as a joined-up experience. I included fun snippets of student life designed in memorable ways such as a Monopoly poster with tips on how to enjoy city life, and retro-style postcards from current students. I wanted there to be an injection of play, accompanying the other official-style guidebooks and documents.
THE WIDER HULT TOOLKIT
From designing printer flyers requiring strong hierarchy and layout, to ensuring cohesive sets of social media templates, I have worked across a wide variety of assets and flexed the brand depending on the use case.
