A new brand for a future-focussed university

Rebrand and strategy

Harper Adams University



The Bond & Coyne team has been integral to the development our brand strategy. As the leading university in its sector, they’ve pushed us to look hard at how we present ourselves in an authentic and compelling way to the outside world

Simon Pride, Director of Marketing and Comms


Problem

Harper Adams University is a world leader in food, agriculture and engineering studies. It is also viewed as a traditional destination for students from a farming background. In order to continue to succeed in the higher-education market they needed to build on this perception and broaden its appeal to a larger mainstream audience. 

This required defining what Harper Adams is today. In order to grow awareness the university would need to prove why it was an attractive destination to study and evidence attractive wide-ranging career opportunities.

Solution

We worked closely with Harper Adams to better understand its pedagogy. It became clear that innovation and problem solving was critical. This led the brand proposition ‘Tackling tomorrow’s challenges today.’ 

This new way of thinking communicated the relevance of Harper Adams and the challenges faced by its students in tackling the population’s food and environmental needs.

The logo was updated to engage across digital and print media. Rather than being used as a badge to hide in the corner, it was placed at the heart of vibrant photography and illustrations. A new communications strategy placed an emphasis on targeting audiences earlier in the recruitment process. 

Impact

Harper Adams is now rightfully able to be seen as an innovator offering some of the UK’s most attractive and challenging opportunities. The new brand acknowledged its heritage and allowed the university to speak with confidence and purpose. 

The update of the university's brand has only just begun, and over time its marketing, communications and website will update to reflect to the new brand. Crucially, non-traditional print and digital formats have been designed for use early in the brand rollout to build a stronger awareness beyond its easy-to-reach audiences.

Image

Celebrating heritage

An updated logo was created using a crop from the original crest, without leaving the crest behind, as it continues to play a part in Harper's brand, such as within ceremonial and certification applications.

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