HKAPA Master’s Programmes (MFA / MMus)

Client: The Hong Kong Academy for Performing Arts (HKAPA)
Role: Art Direction / Visual Identity & Template System Design / Layout Architecture
Scope: Instagram Carousel Series, Digital Recruitment Assets

Project Overview
Developed a structured Instagram recruitment campaign for HKAPA’s postgraduate programmes (MFA / MMus), creating a cohesive and scalable social media visual system tailored for academic promotion.
The objective was to present complex programme information with clarity, hierarchy, and institutional credibility within the constraints of Instagram’s carousel format.
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Visual Identity System
Faculty-Based Color Architecture
Established a distinct color coding framework to ensure instant programme differentiation within social feeds:

• Royal Blue – Dance

• Magenta – Drama

• Teal – Film & Television

• Muted Brown – Music

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Modular Grid Framework
Designed a strict geometric grid system to organize dense academic content into five clearly defined quadrants.
The system balances:

• Programme overviews

• Course highlights

• Performance imagery

• Student testimonials

• Application details

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