— University of Gloucestershire
We need to promote our green credentials!
After a brand review the University of Gloucestershire
needed to promote their sustainable credentials and new brand values through their Undergraduate and
Postgraduate prospectuses.
The University of Gloucestershire is a medium sized university with campuses in Cheltenham, Gloucester and London. As with all Higher Education establishments in the UK, the University needed to respond to a growing list of challenging circumstances.
With a new vice chancellor and a willingness to change an entrenched culture, a new strategic development plan was introduced. This centred on three overall priorities: Growth, Service and Profile.
We were invited to look at the profile element of the strategy with particular emphasis on the two main student facing publications – the undergraduate and postgraduate prospectuses.
Key to this was promoting the University’s sustainability message. As a leader in this area for many years it was time to bring this to the fore and push it as a clear differentiator against its competitors.
Sustainability had to permeate through the very fabric of the prospectuses. The ultimate aim was to produce a document, which didn’t just convey a strong environmental message, but also portrayed it in such a way that it became part of the brand fabric. As such, it was used sympathetically in the background rather than shouting it from the treetops.
Throughout the prospectuses sustainability facts were clearly highlighted along with staff and student profiles, underlining the brand values and encouraging the reader to embrace the University’s ethos.
We sourced both cover and text material, which although had a definite ‘green’ credential, could be used in an understated way, underpinning the values we were trying to achieve.
Currently, both prospectuses have been universally acclaimed by all stakeholders - something unprecedented.
See also University of Gloucestershire Branding, City University, Education Leeds Annual Report, Harrow Sixth Form, Art and Design at Harrow, Havering College, Print
