The work:
• Campaign brand
• Video and photography
• Content marketing
• Media buying management
• Partnership management
• Course guide
• Radio and digital assets
• Brochures, postcards, and collateral
The difference:
Senti developed a creative concept encapsulated in the tagline “Different by Design”—a confident articulation of LCI’s alternative approach to education—boosting student enrolments by 100% year on year.
The visual identity leaned into bold colour, student work and stories. Our art direction for campaign photography and videography delivered a vibrant, studio-inspired aesthetic, capturing diversity in both choice of model and choice of students featured. The visual style broke with convention; punchy typography, unexpected cropping, and layered textures gave the creative assets an editorial feel. Messaging included provocative headlines, such as “Choose Different”, underpinned by a framework celebrating the individuality and creative ambition of LCI’s students.
Assets delivered included videos, large-scale out-of-home, digital ads, social content, blogs, course guide and complementary collateral—creating a consistent, expressive visual experience. These were rolled out across digital and traditional media, as well as through high profile partnerships including with the Matildas and Socceroos, the Art Gallery of Ballarat, SynFM, Melbourne Fashion Week and Melbourne Fashion Festival.
The result? Our work successfully asserted LCI Melbourne's education edge, speaking directly to non-conformists: young creatives who don’t fit the mainstream, seeking a personalised learning environment, outside the traditional uni mould. The campaign saw LCI Melbourne double its student enrolments, in 2025, from the previous year.
