Driving Growth and Human-Centred Design Adoption
ROLE - ART DIRECTION & VISUAL DESIGN
FUNCTION - GLOBAL MARKETING AND STUDENT RECRUITMENT
RMIT UNIVERSITY
The problem
The marketing function was expanding but lacked a mature understanding and common language around Human-Centered Design principles, approaches, and ways of working. Without this shared foundation, the function’s influence and visibility within the organisation’s ecosystem were diminished.
The Challenge
To balance high-quality delivery with upskilling in Human-Centered Design, while fostering learning and belonging through structural changes.
Proposed Solution
The solution was to co-design and establish the team’s identity, mission, values, and direction, fostering a strong sense of belonging. In parallel, employees were provided with clear ways of working—including frameworks, rhythms, tools, templates, and training resources—to enhance capabilities and improve the overall team experience and performance.
Sessions were co-designed with staff throughout all phases of the project to test prototypes and proposed solutions.
PROJECT OUTPUTS
The Playbook
A digital playbook was developed and called HCD ways of working.
The Framework
A framework and methodologies were established to align with the function’s strategy, ensuring consistency across multiple projects.
Branding Guidelines
A casual tone of voice was developed to align with the team’s identity, helping both designers and non-designers establish a common language and ensure consistency across projects.
Stationary
Printed and digital templates were created to support the establishment of work rhythms and promote agile ways of working.