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A progressive identity for a bright future

The Story: University College School is a mainstream independent. As the School approaches its 200th anniversary in 2030, it set out its strategy for a 7-year fundraising campaign to provide more Bursary places and deliver capital works for performing arts and wellbeing.

The Story: University College School is a mainstream independent. As the School approaches its 200th anniversary in 2030, it set out its strategy for a 7-year fundraising campaign to provide more Bursary places and deliver capital works for performing arts and wellbeing.

The Brief: Our brief was to create a campaign name, strapline and identity that embodies the ethos and ambitions of the school. The identity needed stand-out whilst aligning with the UCS brand. It needed to engage both existing and new audiences in a renewed focus on fundraising for UCS’s future.

Our Response: In order to fully understand each audience segment and what would resonate with them, interviews were conducted across the school community, including alumni, pupils, parents and staff. The result was, that it was the school's founding ethos of a liberal education that people were most proud of and wanted to see endure into the future. It also revealed that several fundamental visual elements embodied the UCS brand.

In response to the research, 3 conceptual routes were developed for UCS to consider. The chosen route was 'Tomorrow's Trailblazers', a future-facing name and identity built around the vision 'A future without limits,

for every pupil at UCS.' A strapline, call to action and basic messaging were developed to support the campaign. Using familiar UCS brand elements for recognition new colours and graphic treatments were introduced to create impact and reflect forward momentum, whilst ensuring standout from other school materials. 

The final identity was supported by a style guide, before being developed across a Case for Support brochure and display banners for the official launch.

​Why it Works: The identity works because it's routed in the school’s ethos and therefore resonates with a wide audience. The subtle additions to the established brand have created a completely new look whilst remaining unmistakably UCS. It's engaging and full of energy inspiring people to get involved. 

Results: Tomorrow's Trailblazers was officially launched in May 2024.

School fundraising campaign identity