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Cass Business School, aerial shot of London

Cass Business School

Defining an icon

Expertise

Art Direction
Brand services
Strategy
Social media
Print
Website, UX, design and development

The brief

Cass wanted to reposition themselves as ‘the business school that gives you the opportunity to be outstanding’. They wanted a new brand positioning and approach, across all channels, for all the different schools within Cass. This needed to work both outwardly – to engage and recruit, but just as importantly, to also strengthen the sense of pride of the internal academic audience.

The outstanding impact that Cass, its faculty, alumni and students had on London and the wider world was represented by an organic, dynamic burst that sat behind the square logo.

Expertise

Art Direction
Brand services
Strategy
Social media
Print
Website, UX, design and development
Cass Business School brochure cover close up

The idea

We worked on the idea that for the faculty, working at an institution of Cass’s stature, was akin to ‘a calling’. Equally, for those looking to attend Cass, this was their opportunity to have an extraordinary experience. ‘Extraordinary calling’ was born.

To bring the new approach to life we commissioned amazing aerial and unusual photography of London to showcase Cass’s enviable central location. We captured students, studying, lecturers, on-campus living and London life to enrich our storytelling. The framing of this imagery within and outside of a ‘corporate square and bracket device’ signified how London’s academic and business worlds intertwine in and around Cass.

We then rolled out the new identity to digital comms, advertising, print and new guidelines creating a coherent and vibrant brand that adapted over time.

Cass Business School brochure cover and spread
Cass Business School brochure cover and spread
Cass Business School brochure cover and spread,
Cass guidelines
Cass Business School, image circle

The Impact

The new visual identity was well received by faculty and students and stood out in the congested education sector. A programme-specific colour palette, bespoke photography and an arsenal of graphic shapes and elements helped to differentiate their content as well as be instantly recognisable as Cass. The flexibility of the guidelines enabled strongly branded, award-winning work to be produced for the school’s specific programmes.

“Lime never fail to impress with their ‘can do’ attitude and passion for storytelling. The Lime team were instrumental in helping bring Cass’s ‘Extraordinary Calling’ brand and content campaign into existence, and to life.”

Justin Scott, Communications Director, CASS
Cass Business School, aadverts: London skyline, 'Learn with the best in Business', Silicone roundabout at night 'Innovate, create, lead', Surgeon 'Executive Masters in Medical Leadership'
Circular neon lights, Cass
Cass Business School, Aerial shot of the Thames with the Shard
Cass Business School, the Gherkin building, London
Cass Business School, Thames at night, neon lights and stone buildings