London Metropolitan University
Issues
London Met had a number of successful offers to business, which all operated under different brand names and with little reference to the parent University.
From the customers’ view point, there was little understanding that London Met ran these programmes, or the benefits that it could bring. From the University’s point of view, there was no real consistent and cohesive presence within the business community.
The Branding Workshop was engaged by Phil Cooper, Head of the Innovation and Enterprise Unit to develop a brand that would deliver a systematic method of promotion to business. It was important that whatever the product, it could translate across all offers the University currently had in the market place, and still retain the flexibility to preserve their individuality.
What was done
Working with a small internal team at the University, The Branding Workshop conducted an in-depth consultation with all the staff involved in offering service to business.
A series of workshops were delivered to establish an overarching brand strategy for the London Met business offer, which included an in-depth brand positioning exercise.
The Fusion Effect was engaged as designers to the project. A visual strategy was created to communicate the essence of the London Met brand. At the heart of the brand was a rigour in their academic ability and good business understanding, as well as approachability. A brand identity was created, that ‘brought to life’ all the activities of the business services of the University together, yet allowing them each to maintain their own uniqueness.
Result
As a result of working with the Branding Workshop, London Met business services have established themselves as a proactive business-lead brand that engages most effectively with the business community.
This process has been 
