Kingston School of Art

Rebrand and launch

Kingston University



Challenge

When asked to rebrand one of the most celebrated art and design schools in the UK at the same time as updating the brand articulation for the University within which it sat, we knew we would have to develop a brand that could showcase itself confidently and creatively. The resulting identity would need to act as a window, not a facade, letting audiences witness for themselves the cutting-edge talent being cultivated in the School.

Solution

At heart of the brand were two key elements. A system for telling powerful stories succinctly, centring on the use of the word 'via' to encourage the revelation of truths that highlight impact and ingenuity. And a manifesto behind which the whole School could stand unified. 'Ideas Emerge Here' is a statement that now forms the backbone of messaging for the School, features in interior spaces and leads a flagship publication.

Impact

We worked in unison with the University's Marketing and Communications Directorate on the orchestration of the project, liaising closely with working groups from across the School to ensure the KSA brand was adopted successfully and enabled smooth rollout at launch. Significantly, the flexibility of the brand means it can rise to new challenges such as branding spaces with the redevelopment of the campus and support the marketing of new degree courses.

Image

Showcasing talent word-by-word

Research showed us that applicants preferred the accessibility of looking online for specific course details. Our flagship publication for KSA was therefore free to focus on representing the attitude of the School by showcasing student talent interwoven with their new manifesto.