Q&A with Marco Keir, Director of Marketing and Communications at the Canterbury Christchurch University
Introduction
It’s easy to think of ‘brand’ as being about the craft, the ideas, the output. The reality is good HE branding runs deep. It is as much about how a place operates and the way its staff work together to deliver education, as it is about how that is encapsulated and communicated to the outside world.
But you only get great brand work—with depth—when you have great relationships. Relationships in your team, yes, but also clients who collaborate, encourage innovation, and trust you.
Last year, when we worked with Canterbury Christ Church University on a rebrand, Marco Keir, Director of Marketing and Communications, was that type of client, and we‘re really proud of the work we created together. Not least because it has already led to a 120% increase in enquiries.
We went back to Marco to ask him how he found it.
Can you tell us about the brief?
To support our long-term strategy, help us to reposition and refresh our brand by designing a digital-first identity that is more relevant, dynamic, and energising.
What was the result?
A considered, modern, distinctive, look that’s also a good fit within our brand narrative. Interestingly, it provoked feedback around the idea of expressing collaboration which was an important driver to our audiences.
What was your highlight of the project?
Bond & Coyne’s ability to immerse themselves in understanding our mission, vision and character, while having consideration for the market challenges and the strategic know-how to find opportunities.
What surprised you most about the process?
We enjoyed establishing a strong, trusted working relationship, which enabled a collaborative approach in idea generation, campaign development and delivering innovative solutions.