Campaign and editorial · 2025
Graphic DesignFuel Your Future
A conceptual campaign and publication series exploring how Myprotein could support university students beyond sport.
- Disciplines
- Campaign design
Editorial design
Social content - Role
- Research, concept, creative direction and design
- Deliverables
- Six publications, outdoor advertising, posters and social content
A self-directed academic concept created independently as part of a university project. Myprotein had no involvement in, or endorsement of, the work and the campaign was not commissioned, selected or adopted by the brand.
The context
Student wellbeing shaped around real university life.
The project was self-directed towards a brand and industry I would like to work with. It began by asking how Myprotein could feel relevant to university students who may not identify primarily as athletes, but still want accessible support with nutrition, movement and everyday wellbeing.
Financial pressure, limited time, academic workload, changing routines and a lack of clear nutritional information can make healthy habits difficult to maintain. The opportunity was to respond to those realities without presenting student wellbeing as perfect or rigid.
Research and idea
Recognise the problem, then offer a useful next step.
Research focused on common pressures, routines and lifestyle barriers experienced by university students. These findings shaped a campaign that uses familiar, imperfect moments to speak directly to its audience through encouraging rather than judgemental language.
Fuel Your Future adapts language associated with Myprotein’s student ambassador programme, which I took part in while at university. The campaign advertising identifies a recognisable situation and acts as a call to action, while the publications become the practical response.
Out of home
Everyday student moments made visible.
Posters and billboards use conversational statements about studying, attending lectures, exercising and maintaining a routine. The messages acknowledge small efforts as progress before introducing Myprotein as a source of practical support.
Colour is drawn from Myprotein’s existing branding and product ranges. Direct typography and candid university imagery give the outdoor work immediacy, while the Fuel Your Future signature connects it to the wider editorial system.
All imagery used across the posters and billboards was photographed by me during my time at university, grounding the campaign in real student spaces and experiences.
Billboard series
A flexible message built around different parts of student life.
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Social content
The outdoor idea adapted into a paced social sequence.
The social content translates the outdoor campaign into a swipeable format. A familiar student experience unfolds across several slides before the final frames introduce support and a relevant product selection.
Retaining the same campaign language, imagery and hierarchy allows the work to remain recognisable while becoming more sequential and suited to the way audiences engage with social content.
The campaign designs are edited into a recreation of Myprotein’s Instagram feed to show how the content could appear in context. These are conceptual mockups and were not posted or published by Myprotein.
Social carousel
One student moment, revealed one frame at a time.
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The publications
Six editions designed as the campaign’s practical response.
The project developed beyond its original social campaign into a series of six publications. Together they address different stages, seasons and pressures within student life, turning the campaign’s supportive tone into useful longer-form guidance.
Each edition uses its own colour and subject while retaining a consistent structure, typography and editorial rhythm. Trackers, routines, recipes, product suggestions and short-form advice make the information approachable and easier to use.
Inside the editions
Useful information presented without becoming clinical.
The publications cover general wellbeing, starting university, studying, summer routines, winter wellbeing and balancing training with student life. Their content combines practical guidance with recipes, planners and interactive pages intended to help readers apply the information to their own routines.
Product suggestions are placed within a broader editorial context rather than becoming the sole focus. This allows Myprotein to be positioned as one part of an achievable student lifestyle.
Development and reflection
Different formats, connected by one central idea.
The most challenging part was balancing Myprotein’s existing brand language with a student-focused direction and maintaining a clear connection between the direct advertising and the more detailed editorial publications. The two parts needed to feel related even though they perform different roles and use different visual approaches.
Developing the work beyond its original social campaign strengthened my understanding of how one idea can move between outdoor, digital and editorial formats. If developed further, I would expand the campaign across university environments and explore additional digital ways for students to access and interact with the publications.
Credits
Project research, concept, creative direction, copy, design and outdoor campaign photography by Gem Backhouse.
Myprotein branding and product imagery are used within this independent academic concept. Myprotein had no involvement in the project. Additional third-party imagery remains the property of its respective owners.