Ravensbourne
University London
Ensuring that a creative education trailblazer is ready to step up to the next level.
When a globally respected creative education institution gained Awarding University status, its brand strategy, brand identity and brand communications needed to improve and evolve in order to match this newly elevated position.
Sector
Education
What we did
Discovery & Definition
- Audits
- Consultation
- Interviews
- Workshops
- Brand strategy
- Brand proposition
- Brand architecture
Design Development
- Creative concepts
- Brand identity system
- Content creation
- Print design
- Event branding
- Messaging and tone of voice
- Brand expression
- Art direction
Delivery
- Brand guidelines
- Brand toolkits
- Brand activation
- Brand guideline training
Context
Ravensbourne has been a creative education trailblazer since it was founded in 1952. It lists David Bowie, Stella McCartney and Dinos Chapman amongst its stellar alumni. Moving to a purpose-built site on the Greenwich peninsula in 2010, the college was granted University status in 2018. Which is where we came in.
Working with Baxter & Bailey has been a delight. The BB team promised me that they wouldn’t change anything – but that they would change everything. They weren’t wrong. They’ve given the brand identity the energy and vigour we were looking for, with some seemingly subtle but very important and impactful changes.
Solution
Our assignment was to help Ravensbourne align its brand identity with a new brand strategy in order to better reflect this new, elevated institutional status. Following a comprehensive brand audit, we subtly but significantly evolved the University’s existing identity, bringing a greater degree of impact, flexibility and consistency.
We have a large group of very demanding stakeholders in a design focused university – a potentially very daunting proposition. Baxter & Bailey were completely unfazed; they were consultative and collegiate in their approach, and that has really made a difference at every step in this process.
Impact
Following our consultation, interviews and workshops with University staff, we expanded the brand identity guidelines, giving marketing and design teams the tools to be more creative, expressive and bold. The updated, improved identity and comprehensive guidelines are continuing to support internal and external teams in ensuring Ravensbourne remains at the leading edge of arts education.
2,115
brand identity was launched to the current student body of 2,115 undergraduates in May 2018
Special Thanks
Thanks to the Ravensbourne senior leadership team – including Professors Linda Drew and Lawrence Zeegen and Maddie McGowan – for inviting us to help them reflect this significant moment in Ravensbourne’s history, and to Jennie Stewart for being a tireless and pragmatic conduit for so many significant stakeholders. And not forgetting our regular, award-winning photographic collaborator Alys Tomlinson. Amazing shots, as ever.
