Increasing impact through a branded house model
Context
Branding in academia is often misunderstood as surface-level polish. Our work with the People-Led Research Centre shows how brand-thinking can bring clarity to complex expertise, credibility with external audiences, and a framework for growth.
Challenge
People-Led brought together significant academic capability across people, projects and disciplines. What was missing was a shared way of presenting that expertise consistently to industry partners, funders and policymakers.
“We wanted presence and consistency,” says Professor Linda Newnes. “A unified brand helps you accumulate critical mass.”
Internally, the value of the research was clear. Externally, that value wasn’t always easy to grasp.
Strategic starting point
The work began by clarifying purpose, mission and vision. This wasn’t an abstract branding exercise. The language needed to align with industrial strategy and government priorities, strengthening the centre’s positioning for funding and partnership.
“That alignment really mattered,” Linda explains. “It put us in a strong position for bids and gave us confidence about how we talk about what we do.”
Professionalism was also key. “When you’re dealing with industry, you have to look credible,” Linda notes.
The branded house model
At the heart of the project was the development of a branded house.
Rather than creating disconnected identities for each research theme, Firehaus helped People-Led define a strong central idea – a people-led approach to research – under which specialist sub-brands could sit.
Digitalisation and Net Zero were developed as clear, focused expressions of capability, while remaining visibly part of the wider People-Led brand.
“We didn’t necessarily plan the branded house structure at the start,” says Dr Susan Lattanzio. “But once it was in place, it made complete sense.”
This approach created flexibility. New research areas can now be developed without fragmenting identity, and partners arriving through one specialism can easily discover others.
Impact and learning
Beyond external credibility, the brand work had internal impact. It shifted mindsets around the role of branding in research, encouraging the team to treat communications as part of their research infrastructure, even including branding within grant budgets.
The clarity and memorability of the People-Led brand also increased profile and ambition, creating momentum for future growth.
For Firehaus, the project demonstrates the power of a branded house approach in academia: one that frames capability rather than silos, supports strategic growth, and helps research centres present complex expertise with confidence and coherence.
All current and future projects will sit within this ecosystem – elevating the profile of each and providing a cohesive, consistent message for the important research being undertaken.
We defined:
the Purpose, Mission and Vision
the core audiences and associated messaging
a unifying brand proposition statement
With the strategy in place, the creative process delivered:
an eye-catching visual identity captured in a Brand Narrative document
website templates
a manifesto film for use across all channels
presentation templates
a suite of digital assets including logo files, imagery and video clips with bespoke colour treatments
Results
“Great work as always!” Professor Linda Newnes, Centre Director, University of Bath
“Well done – and thank you so much for all your hard work – Fab Team!” Cheryl Rothwell, Centre Manager, University of Bath