With work and life becoming increasingly intermeshed, you shouldn't have to compromise between earning a living and doing what you love. Just like you shouldn’t compromise when it comes to choosing where to study. This strategic insight is what led to the campaign line “Don’t Settle”. Don’t Settle encapsulates Vega’s philosophy of challenging the status quo and being a proponent of positive change in society. At its core, Don’t Settle conveys the idea of ‘no compromising’. It’s a motivational message to prospective students to not compromise on their ideals, aspirations, career choice, and, most importantly, when it comes to their education.

The X was used to represent “don’t” and gives the wordmark a unique, own-able property. The X becomes the mark that ties all elements together/a visual golden thread to tie everything together. The identity does not allow for static rules. The look and feel will be seen as a family when next to each other - however there is a fluidity in the VI - a personality for every touchpoint. This ties in with the ‘don’t settle philosophy’ - not settling for the traditional way of doing things. The design will not be boxed in with constrictive dos and don’ts. Always moving - never static.

Art Director: Saskia Sevenster
Creative Director / Copywriter: Carl Cardinelli