Client
Information and Communications Technologies (ICT), Imperial College London

Brief
Imperial’s ICT Division employs more than 200 people, and facilitates and supports more than 30,000 university staff and students. As well as dealing with day-to-day technical and computing issues, the Division provides security support, technical solutions for labs, research and faculties, and is driving digital transformation across all Imperial campuses.

The Division wanted to align itself with the Imperial rebrand. Despite being an ever-present and indispensable part of university operations, the team largely works behind the scenes. Staff and students are unaware of the huge variety and importance of the work ICT does. The Division wanted to be more visible, demonstrating their professionalism, but also their approachability. The new brand identity needed to reflect the breadth and versatility of their work while showing a personable, human-centred side.

Approach
We developed a visual and verbal rebrand that stands out among other branding at the university, while aligning with the overarching brand identity.

Based around key ‘user interface’ graphics, we built a system of interconnecting elements that can be adapted across all touchpoints – from event displays to student newsletters, digital boards and social media banners. A personable verbal identity plays on the interactive element of the ICT Division. We used wordplay and blended everyday tech words into the copy, while humour brings out the approachable nature of the team and their can-do attitude.

We chose a dynamic colour palette to create a bright, bold and vibrant look and feel for the rebrand.

Outcome
We developed a full set of brand guidelines, executions and templates. The rebrand has been successfully rolled out across the university, leading to greater visibility for the ICT Division and a unified identity that is instantly recognisable and engaging.