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.