We began by developing a full brand model to provide the foundations for the project, and beyond, centred on a brand story and anchored by the proposition Empowering flourishing futures. We undertook audience analysis including detailed desk research and formulated nine personas, seven for potential/active students and two for partner employers.
From this point, we developed a five-level messaging framework, one to work in concert with the overall Newcastle University brand messaging, another that conveyed ‘from before to after’, another using single word attributes, then messaging specific to personas and individual course offerings. From this platform, and utilising the Newcastle University we developed an arresting visual identity style highlighted by an arrowhead device that pointed North East and implied both forward and upward motion. The device could contain the single word messaging, be used as a holding device for other campaigns, or create a supporting pattern. We also developed a second supporting device that identified an offer as either an apprenticeship or a CPD course. Colours and typefaces were cut from the Newcastle University overarching guidelines.
We also produced guidance for photography, and numerous example applications designed as templates, including A3 posters, A4 flyers, course brochures, roll-up banner stands, social media cards for Instagram, Facebook and Twitter, email and web page headers, PPT presentations and even course certificates. All were presented in an interactive 52-page brand guidelines, which also included tone of voice. We delivered this project in seven weeks from the initial scoping meeting.