A Creative Approach to Writing Personal Statements for Universities

1. Your personal statements
How to approach it from a different angle
Robert Fransgaard
Creative Director and Practice Lead
@fransgaard

2. 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.

3. Meet you
(As you see yourself)

4. Meet your reviewer
(As you imagine your reviewer)

5. But…

6. Meet your competition
(Many you’s)

11. Your real reviewer
(The reality of their day)

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

13. What we will
be doing today

14. 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

15. Setting the scene

18. Video
Golden Circle Theory, Simon Sinek

19. Peer review of statements
Task 1

20. 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

21. Capture and group findings
• Present back findings.
• Group post-its.
10-15 mins

22. Linkedin profile
Task 2

23. 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

24. Tips for a good Linkedin profile
• Swap with a classmate.
• Rewrite the profile you’ve been given.
• Discuss the changes.
15 mins

25. A word on the word
Typography and typographic hierarchy

26. 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.

27. 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.

28. 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.

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

30. 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/

31. 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/

32. 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/

33. 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/

34. 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/

35. Step 5
• Adding colours.
• Adding some graphic shapes.
Source “Type study: Typographic hierarchy”
http://blog.typekit.com/2011/03/17/type-study-typographic-hierarchy/

36. Optional homework
www.misterstevenson.com

37. Elevator pitch
Task 3

38. 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

39. Your headline
Task 4

40. 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/

41. 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/

42. Your slogan
Task 5

43. What’s Your Slogan? What is your Why?
10 mins

44. thank y u