Creativity is central to fuelling innovation, collaboration and problem-solving across every discipline. Yet, as Sarah Campbell, University of Exeter’s Associate Director for Arts and Culture, explains: “There can be a perception that creativity is something belonging only to certain people or subjects.”
After six years of working closely with colleagues across the university, Sarah noticed a recurring theme: many wanted to bring more creativity into their teaching and research but weren’t sure where to start. “People had a limited sense of what creativity could mean in their own work,” she says.
She wanted to change that — to help colleagues see the bigger picture, to visualise how creativity connects across all aspects of university life, and to show that it’s accessible to everyone. Her ambition was clear: to create a single, welcoming space that brings together all of Exeter’s creativity initiatives — something inclusive, inspiring and easy to explore.
“People had a limited sense of what creativity could mean in their own work... I knew I wanted a visual way to open up those conversations — to offer a bird’s-eye view of all that’s possible.”
Sarah Campbell, Associate Director for Arts and Culture, University of Exeter
Working closely with a cross-disciplinary team from Exeter, we helped transform that “fuzzy idea” into a vivid visual guide — one that celebrates creativity in all its forms, invites exploration and shows how creative thinking flows through teaching, research and personal development.
“It was a truly collective process,” says Sarah. What began with a core team of six soon expanded to include more than a dozen colleagues from across the university, each contributing ideas, feedback and inspiration. From a hands-on workshop at The InkTank, our King’s Cross studio, to remote sessions using Mural boards to gather input, the collaboration was lively, generous and full of ideas.
The finished A2 guide brings together questions such as “How can I bring more creativity into my daily work?” and “How do I embed creative processes in complex projects?” QR codes link directly to online resources, extending the experience from page to screen. Though beautifully tactile and paper-based, it’s designed to complement digital platforms — offering a holistic way for staff to explore creativity.
The design features birds soaring across the landscape — a metaphor for creative journeys and a nod to that “bird’s-eye view” of everything that’s possible. Drawing on Medieval mappa mundi traditions, the guide balances storytelling and exploration, while accessibility and inclusion shaped every design decision — from colour contrast to language.
“Scriberia just elevated everything — the way the ideas were made better was more than I could even have hoped for.”
Sarah Campbell, Associate Director for Arts and Culture, University of Exeter
Now shared across all four campuses, the Creativity Guide is sparking conversations everywhere — pinned on noticeboards, handed out in meetings and displayed at events. The university is promoting it through newsletters, social media and faculty hubs, while an expanded digital version offers even more resources online.
“People love that it’s paper,” says Sarah. “It’s beautiful, it’s positive — and in a challenging time for higher education, that really matters.”
As Anna Bunt, Communications and Engagement Lead, adds: “We’re so used to online resources, but having something tangible and beautiful — almost a piece of art in itself — makes it feel special.”
Looking ahead, there’s room for new iterations — perhaps even a student version — as the university’s strategy evolves. For now, the guide stands as a living, evolving tool that lifts spirits, builds confidence and reminds everyone that creativity belongs to all of us.
Sarah reflects, “I enjoyed working with Scriberia enormously… And, wow, the talent! I love working with people who are just really good at what they do because it makes everyone raise their game — it was so exciting to work alongside them.”