Putting a 'sense of place' at the heart of a brand
Brand proposition development
Arts University Bournemouth
Arts University Bournemouth (AUB) benefits from a unique state-of-the-art campus that has grown over the years to build a successful creative community with a multi-disciplinary attitude. The bold campus design and expert facilities at AUB, including architecture from Professor Sir Peter Cook, are primary factors in students choosing to apply to study there.
AUB's brand has continued to be successful for many years but its proposition needed an update so that its core messaging could be as bold as its campus – and in doing so allow it to compete with the creative HE sector's fiercest competition.
We encouraged AUB to focus its proposition around its campus and the creative 'districts' within it. By developing a brand that places location, campus and community at the forefront of communication, AUB is able to showcase its USP in a confident and wide-reaching manner.
The updated brand language has been directly informed by the architecture. Playful but authoritative, surprising and beautiful; the campus architecture is full of contrast. Spaces are divided into villages, boulevards, green space and infrastructure. Brand communications now follow the same principles and are paving the way for bold new physical and digital interactions.
To help inform the development of the brand language, focus groups were held throughout the process. These explored the hierarchy of the decision making process every student makes when applying and helped secure strategic level buy-in from the University.
AUB’s brand refresh celebrated its USP and could easily be applied throughout comms channels and for all markets. From their first interactions with the brand, prospective students realised the power of the campus and were able to explore this distinct space.
By developing the brand around the people as well as place, the updated proposition was able to generate mass appeal internally, as well as externally. Additionally, the expanded visual language meant the marketing team has the tools to develop new digital and exhibition opportunities as part of their recruitment activity.