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A flexible branding
solution for Bournemouth
University that builds on
their real focus on the
individual helped position
it for a bright future in a
highly competitive market.
The challenge
With competition increasing in Higher Education and the likely
lift of the fees cap in the next few years, Bournemouth University
needed to position itself for the future.
The solution
Working closely with the Vice-Chancellor and his team, we
developed a new positioning and set of values for the university,
created specifically to help deliver on their Corporate Plan.
Balancing the needs of different audiences, both internal and
external, the brand needed to be confident, bold and consistent,
yet flexible enough to work for different stakeholders. A highly
consultative and intellectual organisation, it was vital we ensured
credibility and buy-in throughout the process so we consulted with
different groups across the university to ensure the positioning
was robust and could 'work' for everyone.
We rationalised and simplified their brand architecture to reflect
their unified strategy for the future and counter the fact that
their brand had become diluted and inconsistent. We then created a
vibrant new identity to reflect the new positioning; again, this
needed to be consistent and distinctive, but provide enough
flexibility for their different audiences (both academic and
commercial, both local and international etc.) The new brand
launched in September 2006.
Our work
- Communications audit
- Interviews and workshops
- Brand architecture
- Brand positioning and values
- Visual identity and guidelines
- Launch planning and materials