Building a student-focused platform designed to help independent businesses connect more effectively with Liverpool’s university population.

UNFOLD Student Life was created to provide local businesses with a more targeted and engaging way to reach Liverpool’s growing student audience across three major universities. At the time, most student discount platforms focused heavily on national brands, leaving smaller independent businesses with limited visibility despite being more closely connected to the culture and lifestyle of the city itself.

As Founder and Creative Director, I led the project across branding, partnerships, marketing, distribution, social media, events, and wider business development. The concept centred around a custom-designed voucher publication containing curated offers from local businesses, supported by a broader student-focused media and community platform designed to drive engagement through content, sponsorships and events.

Alongside the physical publication, the business also developed an active social presence and ambassador network, helping position the platform as more than simply a discount product, but a student-focused lifestyle and discovery brand closely connected to the local business community.

The project provided early operational experience across audience-building, partnerships, community-led growth, and scalable distribution while demonstrating the commercial value of niche positioning within a highly targeted market.

Audience Growth / Community Marketing / Brand Positioning / Partnership Strategy / Business Development

Distributed over 12,000 student voucher packs per semester

Built partnerships with independent businesses across Liverpool

Recruited and managed a network of 22 student brand ambassadors

Generated over £50,000 in PR exposure through campaigns and partnerships

Developed a student-focused media and community platform around the publication

Established a scalable foundation for future business growth

Restructuring and repositioning UNFOLD Student Life from a student voucher platform into a direct-to-consumer membership product.

Following the growth of UNFOLD Student Life, the original student voucher platform was restructured and relaunched as Big Student Deal; evolving from an advertiser-funded publication into a paid student membership product designed around long-term scalability and stronger customer engagement.

The new model introduced a physical student discount keyring sold directly to students, while participating businesses received inclusion free of charge. This shifted the commercial model away from relying solely on advertiser revenue and created a more direct relationship with the end user while increasing the long-term value of the platform itself.

Alongside the rebrand and repositioning, distribution expanded beyond online sales through partnerships with participating businesses, allowing the product to be sold directly within local venues and retail environments throughout the city. The project also retained the community and ambassador-led approach developed during the original UNFOLD Student Life phase.

The restructure demonstrated the importance of adapting business models around audience behaviour, commercial sustainability, and scalable distribution while maintaining a strong niche focus within a highly targeted market.

Revenue Strategy / Brand Evolution / Audience Retention / Community Growth / Distribution Systems

Successfully transitioned from an advertiser-funded model to a membership product

Repositioned the platform under the Big Student Deal brand

Expanded distribution through local retail and hospitality partners

Maintained strong engagement through ambassador and community-led marketing

Built a more scalable and commercially sustainable business model

Successfully acquired following the restructure and relaunch