The target audience was vast and varied, spanning departments from Medicine and Architecture to Computer Science and Business. The challenge was to design a system that appealed to these divergent academic tastes while serving a dual marketing purpose: internally, to engage current students in collaborative problem solving; and externally, to position the University at the forefront of creative thinking for prospective professionals. The solution had to be meaningful rather than just cosmetic, functioning as a legitimate tool for learning.

The core concept visualises a "spark" as an ignition point, using jagged lines to represent the cognitive fluctuation between divergent and convergent thinking. Recognising that students in different fields perceive visual appeal differently, we designed the system to be modular. The brand booklet and assets were structured to allow for specific adaptations—ensuring that a medical student and an engineering student both received a process model that resonated with their specific workflow, yet remained part of the same visual family.

We began by analysing the specific requirements of the University’s diverse departments to ensure the work had "meaning" and wasn't just stylistically imposed. Following the research phase, we translated the physical poster concepts into an interactive web interface. This digital platform was engineered not just to display information, but to facilitate social integration and teamwork, allowing users to actively manage problem-solving tasks and report on their creative output.