City SU, Brand Identity
The Situation
City University of London is a public research university in the heart of the capital. Established in 1894 City's longevity is in part due to its success in adapting to the changing needs of students.
Our brief was to work with City Student Union to enhance engagement with the Union and enhance the student experience.
Research revealed that many students failed to see the relevance of the Union and didn't understand its role or offering.
City SU is a Bert Passion Project.
The Change
Almost 1,700 students responded to the research that would form the basis of our Clarify report. Whilst participation in gigs and large-scale events was healthy, students highlighted a need for support in making the every day student experience better. This was a role the Union could fulfil if the issues around its identity were overcome.
The purpose 'Make Every Day Better' was developed in open creativity sessions with students and leaders. This was supported by work that neatened the City University of London Students Union name to City SU, identified values and built the brand's propositions.
The visual identity was born from the narrative and detailed research. The logo mark references the condensed name, and was carefully tested and refined through audience engagement. This is paired with a vibrant palette, which references King Carrot, the original University mascot with origins dating back to the early 20th century. Custom animation, photography and additional design signifiers combine to create a distinctive, desirable visual identity that is packed with meaning.
The brand was completed to launch at the Freshers' Fair and is now present at gigs and events, live sports matches, on the City SU website and social campaigns.
The Growth
The new identity had had an immediate impact, helping record level engagement and participation in City SU events and daily activity. It has also helped the leadership team organise and structure its diverse service offering.
We chose Bert as they'd worked in our sector and are best-in-breed brand specialists.
They blend creativity, strategic thinking and are natural collaborators.
Our team were involved throughout and loved the work way before it launched.
Virtually everyone at the union became brand ambassadors, shouting about us on social, at events and to the media... in fact to anyone who would listen!
Chris Moore, Head of Brand,
City SU.
