INTO UK centre re-brand
Creative Strategy / Design Direction / Design
Background
Project Clavel was developed to strengthen the relationship between INTO and its university partners by shifting towards a university-led branding approach. Research highlighted that students, parents and agents expected to see the university brand throughout the recruitment journey, while INTO's existing triangular brand architecture was creating confusion and diluting university identities. With evidence of significant student drop-off and poor conversion rates, the project aimed to create a more cohesive brand experience, improve trust and ultimately drive recruitment performance.
Task
I helped shape the creative strategy and design direction for the proposed brand framework, developing a flexible identity system that aligned INTO International Study Centres with individual university brand guidelines. This involved exploring logo architecture and variations, defining brand application principles and creating practical guidance for university partners and internal teams. Alongside this, we developed a wider implementation approach covering university-branded microsites, CRM communications, social media, video content and marketing templates. The result was a comprehensive brand alignment proposal and implementation plan designed to deliver greater consistency across every student touchpoint, strengthen university brand recognition and support improved engagement and conversion.
