NUI Maynooth has long been one of Ireland’s most forward-thinking universities, producing tens of thousands of graduates across science, business, the arts, and beyond. But in the national conversation, it was too often overlooked—ranking behind the country’s legacy institutions in both reputation and student preference.
The university needed a campaign that would do more than advertise open days or application deadlines. It needed a new story. A clear and compelling way to dramatize the real-world outcomes of a Maynooth education—and differentiate itself from Trinity, UCD, and other well-funded rivals.
I was brought in to help create a unifying brand concept, define the voice of the campaign, and script the launch films. Working closely with Droga5 Dublin, we developed a bold creative platform—The Maynooth Effect—that turned alumni success stories into a new reason to choose Maynooth.
Agency: Droga5 Dublin / Rothco
Client: NUI Maynooth
Industry: Higher Education, Third-Level, University Branding
Project Type: Brand campaign, film, messaging strategy
Role: Brand concept development, campaign messaging, scriptwriting
Key Outcomes: Increased university applications, national recognition, refreshed student brand perception
NUI Maynooth was struggling against Ireland's two largest universities, and needed to generate real interest in a new generation of young people. The brand was under-leveraged and lacked a distinct, ownable voice in a category dominated by Ireland’s older institutions. The challenge was clear: create a cultural reappraisal of what it means to study at Maynooth—and turn perception into momentum.
I coined a new brand idea—The Maynooth Effect—and built the campaign around it. This platform allowed us to highlight specific alumni achievements as evidence of the university’s transformative power. Using stylised 3D animation and high-energy scripting, the launch films told the story of how one idea, nurtured at Maynooth, could grow into a career, a company, or even a global breakthrough.
My role was to help shape the messaging, define the tone of voice, and script the key creative assets that would introduce The Maynooth Effect to students, parents, teachers, and influencers alike.
• 26% increase in university applications
• Campaign recognised by national creative awards
• Positive sentiment shift among prospective students, schools, and academic press
• Widely shared across student networks and higher education channels
• Brand concept development
• Campaign messaging platform
• Scriptwriting for film and digital
• Tone of voice development
• Strategic consultation on creative direction
Working on a university brand campaign means appealing to students and parents while balancing institutional priorities and legacy perceptions. We needed to strike a tone that felt optimistic and youthful without sounding naïve, and to deliver creative that felt distinctly different from typical Irish university marketing.
Behind the scenes, this project demanded close alignment with internal stakeholders, legal review on claims, and sensitivity to diversity and representation—both in casting and storytelling. The final creative had to be credible, inclusive, and emotionally resonant across a broad demographic, from 16-year-old students to seasoned academic staff.
Freelance copywriter working with agencies, brands and startups.
