This was a complex project that required a high degree of strategy. LMC had been through a very difficult time with a lot of adverse publicity. It was difficult for them to be seen to be spending funds on a rebranding exercise but at the same time, they knew that they needed to signify a new start.
After a 6 way pitch, Apparatus was appointed to manage the process with sensitivity and intelligence. We began the process with a qualitative market research phase focusing on students, staff, stakeholders and the community. This identified how people were feeling, where the worst problems lay and helped uncover the direction we needed to take.
We decided to take a very consultative approach using various methods of engagement such as including staff from the Creative Industries Department in the design process which fostered a sense of ownership. We presented our proposals strategically to governors and stakeholders with a full explanation of the routes we had taken and our understanding of the market. This recruited ambassadors in high places who valued the intelligence behind the designs. We also held a consultation period where all staff and students were invited to give feedback. This limited objections to the project and raised buy-in. Press were included along with local business leaders and community members in different parts of the process. The result was a strong new identity and renewed faith in the college and its approach to its user groups.
Once the identity was rolled out, we redesigned the website, created a new prospectus, developed an advertising campaign and an annual marketing strategy. We also worked as coaches and mentors to the in house marketing team for 6 months to help them develop their skills and ensure that they would be able to continue with the approaches that we had developed on an ongoing basis.
It was an incredibly rewarding project that gave us a great foundation in education. We have since gone on to share our specific approach with many educational establishments going through a change management process.