Business schools, as a rule, tend to look and sound the same. As ever, we aimed to separate Cambridge Judge from the herd. Our first step was to focus on the Cambridge Yellow to help differentiate them from the sea of business school blue.
We developed a digital identity strategy that reflected the core ‘Cambridge experience’: it is a place of enlightenment and collaboration that makes those lucky enough to experience it, stand out.
Within the evocative visuals, yellow was used to highlight the Cambridge graduate in a challenging, metaphorical, setting. A setting that Cambridge had equipped them to succeed in.
The line that clarifies all this is the bold statement: ‘This will change you.’ Where lesser universities might help you ‘realise your potential’, Cambridge is very much going to make you into something far greater than you could imagine.
Individual courses then carried this on, marketing themselves using images and stories of alumni over-achievement that proved Cambridge really will change you.