University of Birmingham

University of Birmingham
New name and brand for university careers service

University of Birmingham’s Careers and Employability Centre (CEC) is a comprehensive, multifunctioning employability service. It employs 100 staff offering a range of services to 28,000 students, staff and employers. 

University of Birmingham Careers Network brand shown on marketing collateral
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Bronze award in the Transform Awards Europe 2014 for ‘Best Use of a Visual Property’
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Silver award in the Transform Awards Europe 2014 for ‘Best Visual Identity from the Public Sector’
300%
increase in student engagement with the service

“IE really understood what we needed to achieve. We are delighted with the new brand and design. Our stakeholders have really taken to it and we are enjoying much higher levels of recognition.”

Eluned Jones

Director of Student Employability, University of Birmingham

Before we landed

The services provided by the university’s multiple specialist teams (e.g. advice and guidance, events etc.) had a good degree of brand recognition and affiliation but the perception of the umbrella CEC brand was fragmented and had little recognition. 

The challenge we were set

To rebrand the CEC and create a single, cohesive brand to engage staff, students and employers. The brand must be distinctive and recognisable whilst also complying with the university’s core brand guidelines. It needs to contribute towards the achievement of targets including student satisfaction, employer ranking and national awards. 

The difference we made

IE created a highly distinctive brand around the newly named ‘Careers Network’ that communicates and amplifies the value propositions and services on offer.

  • 300% increase in student engagement with the service
  • Best Visual Identity and Best Use of Visual Property Awards
  • Significant improvement in unprompted name and visual brand recognition amongst both students and staff
  • Positive feedback from visiting employers
  • Rebrand praised during Matrix accreditation for simplifying a complex and previously fragmented service. 

Confidence is high, targets are being met and the rebrand further establishes the university as sector-leading, even amongst Russell Group Universities.

University of Birmingham Careers Network branding shown on marketing material and banner stands
University of Birmingham Careers Network, Careers Fair advert
University of Birmingham Careers Network brand guidelines