University of Reading

University of Reading
An intriguing, distinctive careers service brand within university brand guidelines.

The University of Reading Careers centre supports its students in achieving their potential and prepares them for the competitive employment market.

University of Reading Careers brand shown on collateral
Gold
Award in the Transform Awards Europe 2017 for ‘Best Visual Identity for Education’ category (plus a Highly Commended for ‘Best use of Visual Property’)
26%
increase in student careers appointments, over two years since brand launch
30%
increase in the number of distinct students attending careers appointments

“IE’s work genuinely surprised and delighted us. Challenging, pithy tag lines and intriguing, quirky imagery combine to deliver precisely the mix of behaviour changing messages that Reading Careers needed to drive up visibility and engagement. What’s more, when we did a show and tell to our Vice Chancellor he loved it!”

Lorna Froud

Director of Careers and Employability, University of Reading

Before we landed

The Careers Centre had found it difficult to motivate its students and academics to engage with the service and needed to cut through the ‘noise’ of university messaging. 

The challenge we were set

IE was appointed to clarify the service’s proposition, to develop its messaging and to create an arresting, highly distinctive visual identity – without stepping outside the university’s prescriptive brand guidelines. 

IE began with a multi-stakeholder exploratory workshop followed by a qualitative listening exercise to harvest the views of students, academics, careers professionals and Students’ Union representatives. These revealed that Reading students needed a combination of gentle coaxing (delivered through witty, whimsical imagery) and a strong dose of ‘tough love’ from the Careers team (delivered through copy inspired by the language of revolution).

The difference we made

  • A set of beautiful, distinctive visual assets carrying powerful messages for use across all Careers communications. 
  • Templated campaign collateral from posters and brochures to web banners and newsletters, and from welcome desk panels to directional signage and gazebos. 
  • A customised font to help UoR recreate the visual style in-house.
  • Brand recognition, event attendance and social media engagement are up across the board. 

 

Careers branding shown on a banner stand and t-shirt; Careers staff and students donned bird head masks as part of the university's freshers' week.
Careers branding shown on a tote bag and events programme
Students in a lecture theatre with Careers branded leaflets
Careers branded postcard