UAL is a collegiate university formed of six distinct and notorious colleges, some more distinct and notorious than others depending on your chosen field and viewpoint. The colleges all have one thing in common, they need to promote their distinctiveness and difference while at the same time standing together as one.
A year ago we were tasked with providing London College of Communication with marketing material to promote themselves to potential new students parents and commercial partners. One of the issues was that this had to be done within the confines of a new and rigid visual identity system (effectively lowercase Helvetica 65 bold).
The solution was to challenge the college the way we would if I were a parent, a potential student, a potential commercial partnership:
What exactly is London College of Communication?
What does it do?
How can you improve my education?
Why should I apply here and not another London university?
Will I have fun?
What will I learn?
What about results?
Will it help secure my future in the creative industries?
When we asked these questions, the answers from LCC are manifold and complex, it’s a huge place with lots of courses in different creative arenas, each one is more important than the last. It cannot be captured easily. There is not one LCC - there are many LCCs - there are many answers.
Starting to noodle with this idea led to a solution:
London college of what?
Communication is such a broad term, it means everything and nothing, let’s unpack that and frame it in the question.
London college of big ideas
London college of egg, beans and chips
London college of endless possibilities
London college of getting your hands dirty
London college of whatever you want it to be
London college of… (you get the idea)
So we provided a simple framework, a platform, a system, an idea.
LCC are still using this work and we have recently been helping to produce fresh materials. These phrases can and are being elaborated upon, married to imagery created by the students they help build strong stories. As the colleges identity evolves, these messages will work - it’s future-proof.
So that’s it; London college of problem solving.