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A Creative Approach to Writing Personal Statements for Universities

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Your personal statements How to approach it from a different angle Robert Fransgaard Creative Director and Practice Lead @fransgaard
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Page 1: A Creative Approach to Writing Personal Statements for Universities

Your personal statementsHow to approach it from a different angle

Robert FransgaardCreative Director and Practice Lead@fransgaard

Page 2: A Creative Approach to Writing Personal Statements for Universities

My name is Robert Fransgaard.

I make sure my customers’ digital products and services, apps and websites work for their customers.

I use my background in traditional design mixed with the all the possibilities of the Internet to create cool stuff that makes people happy.

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Meet you (As you see yourself)

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Meet your reviewer (As you imagine your reviewer)

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But…

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Meet your competition (Many you’s)

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Your real reviewer (The reality of their day)

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… and chances are they want to do something quite different!

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What we will be doing today

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Agenda

• Task 1: Peer review of statement – 30 mins• Task 2 – 25 mins• Intermission • Task 3 - 10 mins• Task 4 – 10 mins• Task 5 – 10 mins

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Setting the scene

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VideoGolden Circle Theory, Simon Sinek

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Peer review of statementsTask 1

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Approach

• Pair up in 3s / 4s. • Each person takes turn to read their statement out loud.• The rest captures thoughts in as few words as possible on post-it

notes.• For example “Short, long, complicated, wordy, simple, confusing” etc)

• The aim is not to critique the actual content, but the style of writing.

10-15 mins

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Capture and group findings

• Present back findings.• Group post-its.

10-15 mins

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Linkedin profileTask 2

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Tips for a good Linkedin profile

• Short and clear (max 60-80 words)• Easy to understand• Communicate who you are to

complete strangers• No lies!• … but focus on what is important

for you to communicate

10 mins

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Tips for a good Linkedin profile

• Swap with a classmate.• Rewrite the profile you’ve been given.• Discuss the changes.

15 mins

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A word on the wordTypography and typographic hierarchy

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Why focus on typography

Good typography is invisible. It supports the message and ensures content can be read without

hassle. It should direct users through the content, from most important

elements to least.

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Typographic Hierarchy

Without typographic hierarchy all the content look the same, has the same font, colour, size and as such the same importance.

Typographic hierarchy ensures the reader can quickly digest what is most important and quickly understand what different sections is about.

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3 levels of type

1. Primary Level – Is for headlines and other key content drawing the reader’s attention. Usually the biggest font size.

2. Secondary Level – Are “sign posts” throughout the content to help the reader scan quickly through the content. Usually sub headings, captions, pull quotes, infographics etc. Typically smaller than primary level.

3. Tertiary Level – This is the main content and ussually the smallest of the three. However, this is also where most time is invested in legibility such as font choice, line height, line length etc.

• Other Levels – Smaller levels of impact, such as bullets, bold, italic, underlines and colour to bring attention to content within it’s immediate surroundings.

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What it looks like

Source “Why Every Design Needs Three Levels Of Typographic Hierarchy” https://designschool.canva.com/blog/typeface-fonts/

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Step 0

• Content with no formatting• Same font• Same size• Same weight• Same colouring

Source “Type study: Typographic hierarchy”http://blog.typekit.com/2011/03/17/type-study-typographic-hierarchy/

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Step 1

• Introducing spacing to group content into logical chunks

Source “Type study: Typographic hierarchy”http://blog.typekit.com/2011/03/17/type-study-typographic-hierarchy/

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Step 2

• Adding emphasis with bold text.

• Note how the emphasis is not starting at the top any longer.

Source “Type study: Typographic hierarchy”http://blog.typekit.com/2011/03/17/type-study-typographic-hierarchy/

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Step 3

• Adding a new font size to really guide the reader’s eyes.

Source “Type study: Typographic hierarchy”http://blog.typekit.com/2011/03/17/type-study-typographic-hierarchy/

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Step 4

• Playing around with alignment and spacing.

• Adding multiple weights and sizes.

Source “Type study: Typographic hierarchy”http://blog.typekit.com/2011/03/17/type-study-typographic-hierarchy/

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Step 5

• Adding colours.• Adding some graphic shapes.

Source “Type study: Typographic hierarchy”http://blog.typekit.com/2011/03/17/type-study-typographic-hierarchy/

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Optional homework

www.misterstevenson.com

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Elevator pitchTask 3

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Tips for a good elevator pitch

• In one sentence describe who you are• Make it easy to say, make it punchy• Second work should be a verb• You should be able to say it with a

confident smile• Leave them wanting more when

they leave the elevator!

10 mins

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Your headlineTask 4

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Tips for a good headline

• Use numbers• Use interesting adjectives• Use unique rationale• Use what, why, how, or when• Make an audacious promise

Source “5 Easy Tricks to Help You Write Catchy Headlines” http://goinswriter.com/catchy-headlines/

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Tips for a good headline

Number or Trigger word + Adjective + Keyword + Promise

How would you write the headline for “How to Bathe an Elephant” ?

“18 Unbelievable Ways You Can Bathe an Elephant Indoors”

10 mins

Source “5 Easy Tricks to Help You Write Catchy Headlines” http://goinswriter.com/catchy-headlines/

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Your sloganTask 5

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What’s Your Slogan? What is your Why?

10 mins

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thank y u


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