A university brand must be more than a logo and a strapline. To engage the digital native generation, it needs to spark an authentic connection with prospective students. But how? There are few organisations selling services with stakes as high as universities. Prospective students are not only weighing up the quality of their education but… Read more »
Leads in short supply, unengaged audiences and lack of awareness – these are the symptoms. But what indicates a stale brand is causing them? Like food, brands are most appealing when they’re kept fresh. That can be achieved by tweaking logos, colour palettes, fonts, straplines and writing style (or tone of voice) and does much… Read more »
Until recently, business schools all spoke in the same way and said the same things. Then the penny dropped. To get noticed, they needed to express their personality. They did that by positioning their brands. Logos, tone of voice guidelines and graphics changed to communicate what makes schools and the learning experiences they offer unique…. Read more »
How to use language to foster stronger, happier, more productive relationships. The language that an organisation uses in its content, copywriting and comms influences not just how it is perceived, but how it makes audiences feel. It’s a complex, nuanced arena, but there are a handful of golden rules to remember around using brand language… Read more »
Samsung’s latest phone is one of the most complex pieces of handheld technology ever created, but they sell it with the line: ‘Take photos in the dark’. Here’s why (and how). It’s not uncommon for marketing directors to receive pressure from their boards and sales teams to overload their messaging with information. But the smart… Read more »
When making your content accessible for everyone, it can be challenging to pinpoint what exactly needs adapting… That’s why we’ve put together all of the most important bits you need to know and act on when it comes to your website design. Disabilities, age, different user preferences or different cultures and countries are all accessibility… Read more »
As a marketer, you’ll want to highlight your business school’s accreditations and rankings, but how do you do that without being too blatant, or worse, boring? In business school marketing, there’s a fine line between bragging and making sure your audience is aware of your well-earned credentials. Slapping a list of awards or a couple… Read more »
When does talking about your company’s commitment to sustainability cross the line? Could you be called out for sharing good news in good faith? If your company is making a positive contribution to the planet, you’ll want to shout about it. But, as HSBC found out when they were pulled up by the Advertising… Read more »
It seems that right now, graphic design is helping to shape social, environmental and cultural change. So does it follow that designers are better equipped than many other professions when it comes to offering solutions to some of the most pressing issues facing our planet? Can shape, line, colour and space really change the world?… Read more »
Branding sounds easy. But it takes dedication, thoughtful planning, expertise and a LOT of time to create a brand that cuts through the noise and tells the story of your business. The work of branding is constant. When it’s done right, it should permeate through your socials, customer experience, internal comms, tone of voice, website… Read more »