Get Connected: A transformed brand platform
“The team’s creative vision and strategic approach demonstrated a deep understanding of our objectives and seamlessly translated them into a distinctive and forward-thinking brand identity."
Amanda Adams, Marketing Manager
Context
Loughborough University London is part of the Loughborough University institution. It is based on the Here East campus in Queen Elizabeth Olympic Park, London, UK.
Despite its affiliation with its prestigious parent in the East Midlands, the campus faced challenges in clearly defining its identity and positioning. It was caught between being perceived as an extension of the main campus and as a distinct institution in its own right. Recognising the importance of a strong brand identity to attract international students, particularly in key markets like China, LU London partnered with Firehaus to redefine its brand.
Objectives
The objectives for the project were:
Clarify Brand Identity: Create a distinct brand identity that balances LU London’s unique offerings with its connection to Loughborough University.
Increase Recruitment: Enhance brand appeal to boost student recruitment
Market Relevance: Develop a brand narrative that resonates with international markets.
Approach
Firehaus began the project by engaging with LU London’s stakeholders through:
A series of interviews and workshops – insights into the unique strengths and challenges of the current brand enabling the team to understand audience perceptions
Extensive market research focused on the competitive landscape and market trends, particularly in key international regions like China
Armed with these insights and a clear Brand Positioning, we:
Developed three distinct Brand Ideas that articulated different facets of LU London’s identity
Worked collaboratively with the leadership team to refine the concepts
Tested them with a representative sample of current students
Surveyed in key markets such as China in partnership with local agents to gather opinions from prospective students
Curated all of this insight to further refine the winning route – Get Connected, ensuring it was both compelling and strategically aligned with LU London’s goals
Worked with the excellent internal creative team to develop a distinct visual identity that worked across digital, print and motion.
Created a Brand Narrative that brought both strategic and creative elements together in one practical document
Delivered onboarding workshops with leadership, key stakeholders and marketing teams in London and the East Midlands campus
Results
The collaborative process has laid a solid foundation for LU London to articulate a compelling and distinctive brand identity that aligns with its strategic goals. With the Guidelines and Toolkit complete, the Loughborough team will roll out the new identity in 2026.