Assemble is a campaign developed to combat disconnection and encourage Auckland University students to join clubs and build lasting communities. Targeting 18–24-year-olds, the campaign focuses on addressing loneliness through bold, relatable visuals and a light-hearted narrative that resonates with young adults.
We created a suite of promotional materials—posters, zines, and a line of branded clothing—designed to make club culture approachable and engaging. The cohesive visual identity centres around Cam, once a Lonely Man, a character who helps tell the story of finding connections in unexpected places.
The campaign strategy aimed to foster real involvement and friendship, transforming students’ sense of belonging and improving their overall well-being. Inspired by personal experience, Assemble highlights the importance of community and offers a fresh take on student life.
By weaving storytelling and character development into the design, Assemble goes beyond simple promotion—it motivates students to participate and create meaningful connections. Each element of the campaign is carefully considered, from the consistent colour palette to the playful but authentic tone of voice. The goal: is to break down barriers and bring students together in a shared experience of connection, growth, and belonging.
