The University of Gloucestershire is a teaching-led institution with campuses in Gloucester and Cheltenham. Changes to government policies in student funding and numbers are having a radical impact on the higher education sector, and universities must be more brand-focused to continue to attract students.
Our challenge was to develop a strong brand presence for the University’s 2015 undergraduate student recruitment campaign. The creative concept and execution needed to be bold, contemporary and distinctive, and cut through a crowded student recruitment market.
It was vital that the brand campaign personality was aspirational, authentic and aligned to the University’s brand values, purpose and culture.
We first conducted a series of workshops with the University’s marketing and academic teams, to gain insightful wider perspectives and achieve important buy-in to the overall campaign direction.
This collaborative approach continued via a ‘brand mapping’ exercise to help the University select the right approach. It opted for a vibrant look and feel and a call to action based on ‘Fast forward to your future’.
We then developed a series of designs to reflect this messaging; brightly-coloured vertical stripes, bold chevrons and impactful typography, creating a sense of real dynamism, with the proposition that an undergraduate degree at Gloucestershire, coupled with the University’s excellent personal support scheme, will prepare young people for successful futures.
A series of multi-channel communications - from direct mailing packs and environmental signage, to newspaper adverts and bus vinyl wraps - was developed.