Cranfield University School of Management

Going back to university

The Cranfield University School of Management has been around for 40 years. They run prestigious programmes from MBAs to Business Growth, even our own management team has been!

Brief: The school needed to stand out in the marketplace. The communications strategy had become bogged down in course detail with information overload. The challenge and excitement you experience on the courses needed to be communicated in the marketing approach.

Solution: Having done the Business Growth programme we had a good idea of what you experience when going to Cranfield. There are many challenging experiences and "light bulb" moments. One approach was to focus on these common themes, bringing them to the forefront of the communications.

The brand architecture also needed attention to help structure the hierarchy in the brand. The design team created a linking device that housed the Cranfield prestigious identity and presented all course details clearly. This visual device became a strong point of recognition; it is flexible across all marketing materials and allowed space for the character of the programmes to be shown.

The marketing materials took on a fresh and colourful illustrative approach. Cameos of the Cranfield moments were used to capture attention and communicate the personality of the experience.