The client
Lewisham College, situated in South London, is one of the country's leading further education colleges, with Beacon status and two Centers of Vocational Excellence.
The work
Research • Brand look & feel • Guidelines • Collateral
The brief
Firedog was tasked with producing a brand that truly reflects the outstanding, diverse and exciting nature of the College. We were to build on the college’s existing logo and develop all areas of the brand, including producing a suite of brand images. Firedog began by undertaking proprietary research with a focused questionnaire to the college’s current staff, students, local teachers and potential students. Key insights from the research influenced the direction of the brand concepts and inspired the visual look & feel.
The solution
One of the main insights was that the cultural diversity of the College is seen as a positive by 78% of the students and staff who completed the survey. The arrow graphic device and colour palette used represents diversity and aspiration, the arrows symbolising the progressive nature of the college, leading upwards to demonstrate the aspirational qualities of the students and staff. The supporting imagery presents an image of confidence with subjects looking directly into the camera, smiling and confident.
The results
The final brand was presented to the college’s in-house marketing team as assets and guidelines, to ensure consistency and brand strength going forward. Firedog has also gone on to support the college over a number of years producing three annual course guides and a series of above the line advertising campaigns.
