Kingston University is a wonderful place that offers students from a wide range of backgrounds the opportunity to develop their potential and grow their employability skills. The university’s overarching vision is to be internationally recognised for a creative approach to education that has practical outcomes which benefit people and communities.
The task involved determining the most appropriate ways to reach the target audience, with particular reference to both undergraduates and graduates from STEM disciplines.
Among the additional issues to be addressed were gender balance, ethnicity, disability and social mobility. With these factors in mind, our initial research suggested a number of modifications to KAUST’s existing messaging and branding.
Kingston University’s Careers Service is a key part of the opportunities afforded to students at Kingston University, but the team felt that their existing identity and image wasn’t cutting through and reflecting them in the best possible light, either with their young audience or to external employers and other stakeholders. The Careers team at KU were delivering lots of new and innovative events and activity, but were struggling to attract students to attend any of the large events or smaller skills-based activities. Through conversations with students (particularly those early on in their studies), the team found that students were not relating to the word ‘careers’ as the perception was of something in the future rather than an immediate service they should be accessing. Therefore the team wanted a new identity to make their services more obvious and accessible to a wider range of students and better reflect what they do, in particular their focus on talent development as well as longer-term careers skills.
Our ingenious branding experts worked with representatives from the Careers Service, including a representation of Kingston students with an interest in marketing and communications, who were involved both to give them the opportunity to experience a real-life project and to ensure that the output really resonated with the target audience.
Using our knowledge and experience of employer- and student-facing initiatives, we helped the team at Kingston to think through everything about their identity, from “The Big Idea” core values, vision, mission statement and key services, the personality they wanted to convey, through to individual examples of how the image would appear and be used day-to-day.
From there, we developed a number of potential new directions… and a fresh new identity, ‘KU Talent,’ emerged as a clear winner.
What they say
“It was great working with GP – they helped us to meet our objectives in a very short space of time and were very flexible to work with. The team were open to allowing us to use this piece of work as a real-life project for our marketing students, who otherwise wouldn’t have had any industry-specific experience on their CV – so this was a great opportunity for them to see a project like this through from start to completion. The team at GP were very patient with the team at KU and our students and we are really pleased with the end result.”