Kent Business School, Branding
Kent Business School attracts students, academics and businesses from around the globe. The School is characterised by people. A unique international community where cultures mix, knowledge is shared, ideas spark, capabilities are enhanced and talent blossoms.
Inline with KBS’s strategic aim to become a leading international business school, Recreate Design were commissioned to shape an authentic brand idea, tailor audience communications and create a befitting visual identity.
Audience consultation provided insight into how internal and external stakeholders perceived KBS and ‘business education’. Overlapping ideas where exposed, from which we developed a unifying theme – connections. Peer review and research identified further characteristics individual to the proposition – academic rigour, passionate teaching, intellectual engagement and supportive learning within an international, contemporary and real-world environment. These findings directed the programme.
A reflection of The School’s personality, the new visual style positions Kent Business School as an engaging and highly credible institution, appealing both at home and abroad.
‘James really became one of the team…. He was invaluable, gave great advice and solutions, he generally made my life easier throughout what could have been a difficult process! I wouldn’t hesitate to recommend James or Recreate for any project.’
The Connector device houses the brand message, which has two parts. The first part, Making connections/, is fixed. The second part, Impacting on futures/, is interchangeable. Audience specific communications have alternative second parts, tailored to appeal to particular groups.
Audience specific messaging is also supported with colour. The Kent MBA is an energetic green.
Imagery is key. For Undergraduates it suggests aspiration within a relaxed environment.
The visual style functions well in digital. Quarterly tailored newsletters (Alumni pictured), keep KBS in touch with stakeholders.
Stimulating imagery is used for impact in the Postgraduate brochure. Read more about this project.
Press advertising supports The School’s visibility.
The website is a hub for all audiences.
The brand platform document defines the core style features, protecting the corporate image and existing as a guide for application and development.