Second year Advertising & Branding Design student Areli Jacobs picked up a prize at the Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA) Student Design Awards

Her brief for the award was Beyond Borders, and she was tasked with creating a campaign designed to promote inter-cultural understanding.

Areli went on to design a creative strategy and business plan for the Welcome Project, a community-based service scheme aimed at newcomers to a new community where local businesses could offer friendly guidance and advice to make them feel welcome.

“I had a very deep, personal connection to this project. Not only do I like how the design looks, but also the message, the fact it was created to do something good and pure in the world, that it had a cause and it wasn’t just made for the sake of getting a grade,” said Areli, who is from Mexico and studies at the University’s School of Art & Design in Luton.

“I was able to identify myself in the problem, and the solution of a project where people can come together just because they want to welcome others to their home and their culture is something that has inspired me profoundly.”

Areli was one of only 24 winners at the awards out of over 800 entries from over 20 different countries. As part of her prize, she will carry out a work placement with the Charted Institute of Marketing.

The judging panel were extremely impressed with Areli’s work, commented that she ‘absolutely nailed the brief.’ They also commended her impressive design process, user led research and commercial awareness, and her excellent presentation and engaging manner.

Areli’s tutor, Principal Lecturer in Design Viv Cherry, said: “We are absolutely delighted for Areli for winning this prestigious award. As an international student she was able to use her own experiences of coming to a new country to really bring her project to life, with empathy and intelligence. She is a diligent, hard-working and thoughtful student and we look forward to supporting her in her final year with us.”