A new brand identity for the largest
further education college in the West Midlands.
The first step was to understand the current brand perceptions, so that any shortcomings or negatives could be addressed by the new brand.
To do this, we conducted quantitative and qualitative research among students and staff via online surveys and focus groups.
We then probed what students and staff needed from the new brand. Prospective students were also included at his stage so we could understand the needs of school leavers.
The research uncovered the need for a brand that was: