University of Kent

Client
The University of Kent is one of Britain's most up-and-coming, innovative universities. Since 2003 it has scaled the university league tables and is ranked top in the South East of England, and 26th nationally in the National Student Survey. Annual turnover has doubled in five years, and student recruitment is above the national average.

Business focus
Despite the university’s rapid growth, research showed that student communications did not reflect where the university saw itself, or where it wanted to be. With low prospective student awareness, the university’s reputation did not reflect the strength of its recent success. The University needed to distinguish itself to achieve its aspirations and develop its reputation among key target markets.

Our solution

• Identifying the key issues in Kent’s quest to become one of the UK’s leading universities, and grow awareness of it in Continental Europe.
• Defining a clear, attractive positioning statement for the Undergraduate marketing materials, plus comprehensive brand guidelines.
• Designing a distinctive and compelling creative platform relevant to the University’s many audiences, including photographic style and graphic elements. Applying this across a variety of materials, including the undergraduate prospectus.
• Refreshing the University’s brand mark.

• Clear articulation of Undergraduate positioning in the creation of the ‘Open Minds, Broad Horizons’ philosophy which was consistently reflected in all marketing materials. Photography included students outdoors on campus in open spaces and bright, natural light. The sense of space around subjects was created to give a sense of clarity, space for thought and the idea of potential waiting to be realised.
• Ceremonial launch of new brand mark.
• Invited to work on alumni marketing materials to re-engage these stakeholders.
• Update of campus signage.