Project Overview

This project involved designing a visually engaging and cohesive countdown campaign for the Nursing and Midwifery Employment Expo 2022, hosted by The University of Newcastle, Australia. The event was created to connect nursing and midwifery students, graduates, and professionals with potential employers in the healthcare sector. The countdown campaign was specifically designed for social media platforms to generate awareness, communicate essential event details, and encourage participation. The posts also highlighted Meditech Staffing, a registered NDIS and disability support provider, as a key participant in the expo.

The event was held across two locations on different dates, requiring the campaign to be adaptable while maintaining a consistent visual theme. The first session took place at Bar on the Hill, Callaghan Campus, on Tuesday, 21st June, while the second was held at Central Coast Clinical School, Gosford, on Wednesday, 22nd June. The design needed to ensure that both venues were clearly distinguished while keeping the branding and messaging uniform across all countdown posts.

Design Objectives

The primary objective of the campaign was to create a countdown series that was both visually impactful and informative. The posts needed to maintain a consistent design language while allowing for variations in event location and countdown numbers. The layout had to clearly present key event information, including the date, venue, and branding, in a manner that was accessible across different digital platforms.

Ensuring audience engagement was a key focus of the design. The posts needed to capture the attention of nursing and midwifery students and professionals while remaining professional and easy to understand. By utilising bold typography, a structured layout, and high-contrast colours, the campaign was designed to stand out in social media feeds and encourage users to engage with the content.

Since the event was spread across two different locations, the design needed to be adaptable while retaining a cohesive look. The venue details were highlighted with distinct icons and strategic placement within the layout to ensure clarity. At the same time, the overall design framework remained uniform, reinforcing a strong and recognisable brand identity for the countdown series.

Another important aspect of the campaign was to align with both The University of Newcastle’s and Meditech Staffing’s branding. The university’s official colours and typography were used as the foundation of the design to maintain consistency with its visual identity. Meditech Staffing’s branding was subtly incorporated through logo placement and graphic elements, ensuring that it complemented the overall aesthetic without detracting from the university’s prominence.

Challenges & Solutions

One of the key challenges was maintaining a balance between the branding requirements of The University of Newcastleand Meditech Staffing while ensuring that the countdown series remained visually appealing and professional. To address this, the university’s colours and typography were used as the dominant design elements, providing immediate brand recognition. Meditech Staffing’s logo and additional supporting graphics were included in a way that enhanced rather than overpowered the main branding, ensuring a seamless integration of both entities.

Another challenge was ensuring that the posts were effective across different social media platforms, including Instagram, Facebook, and LinkedIn. Each platform has its own display requirements and audience engagement patterns, which meant the design needed to be adaptable while maintaining clarity and impact. To achieve this, bold typography was used to highlight the countdown numbers, while a clean and structured layout ensured that key information was easy to read across various devices. The combination of a dark background with neon yellow text created a high-contrast effect, making the posts visually striking and easy to identify in a user’s feed.

Since the countdown campaign spanned multiple days, there was a risk of the design becoming repetitive. To keep the content fresh while maintaining consistency, variations were introduced in the numerical elements and subtle changes were made to icons and layout positioning. This approach helped to sustain audience interest while reinforcing the ongoing countdown message.

Another challenge was ensuring that the two different event locations were clearly communicated. Given that both sessions were part of the same expo but at different venues, there was a need to differentiate them without disrupting the overall visual flow. This was addressed by distinctly showcasing the venue details for each session in a dedicated section within the design. The location was accompanied by an icon to provide immediate recognition, while the event date was displayed prominently to avoid any confusion between the two locations.

Final Outcome

The countdown campaign successfully created excitement and anticipation for the Nursing and Midwifery Employment Expo 2022, effectively communicating key event details while maintaining a professional and visually appealing design. By employing a well-structured and adaptable approach, the campaign ensured that both event locations were clearly represented without sacrificing design consistency.

The final series of countdown posts featured a high-impact visual identity that captured attention across social media platforms. The use of bold typography and high-contrast colours ensured that event details were clear and accessible, while the structured layout provided a sense of organisation and professionalism. The campaign maintained a consistent brand presence for The University of Newcastle, while also highlighting Meditech Staffing as a key participant.

The social media response was positive, with increased engagement from students, graduates, and professionals in the nursing and midwifery sectors. The posts effectively built momentum leading up to the event, ensuring that attendees were well-informed and aware of the expo’s schedule. By creating a countdown series that was both visually engaging and strategically structured, the campaign played a crucial role in maximising awareness and attendance for both event locations.

The project successfully met its objectives, demonstrating the power of well-designed digital marketing in enhancing event visibility and audience engagement. The collaboration between The University of Newcastle and Meditech Staffing was effectively represented through the campaign, reinforcing their presence in the healthcare and education sectors.

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