- more than 160 years of experience. 1846
- vibrant dynamic culture
- relatively small size
- committed staff
- maintain student centred: their success is our success
- just a higher education institue
- more competitive than before. style and design change.... radical?
- 25,000 copies produced
Objective
- clearer and sustainable brand
- strong brand identity to stand out from others
- message consistency
Audience
- 15-18 looking to study at college or university
- 18+ small courses
- parents
-staff use it as a reference tool
Key message
- we are state of the art. we are leeds college of art
- reach a wide audience
Brand Values
- student centred. maximising talent
- collaborative. interactive, real world engaged
- relevant, contemporary, ambitious, achieving, international, employable, entrepreneurial, networked with industry
- progressive: beautiful, unconventional, risk-taking, experimental, radical, responsive
Deliverables
1-3 concepts
A2 presentation boards
clearly marked with name, email, etc
- Moved from an FE to HE institute targeting new audience that needs effected branding. The fees are now competitive, want to celebrate students and the talents produced from the institute.
- Emphasis on the industry and employability.
- Focus on WHO LCA are. Unique, talented, select, contemporary.
- Concept and design pitch are seperate.
- Consistent, well designed, and visual communication are a MUST.
- Concept deadline, week on Friday... Develop 1-3 concepts for pitch (A2 boards).
- Running with the 'We Are...' theme- look at values and how to best represent the college.
- Concept chosen w/c 26th November.
- WE ARE from the 'art.
- Design brief delivered before Xmas, not decided before (design group).
- Brand identity- consider who and why.
- Design team will work on prospectus Jan-Easter (more jobs will come from this).
- Open to new typeface choices (web safe, print "safe").
Printed on the Tuesday 20th Nov
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