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Positioning the Brand
We've worked with Plymouth College of Art for a number of years, helping to maintain a consistent message to the world about what makes it different to other art schools.
As one of the UK's few remaining independent art and design education educators, PCA's message is loud and clear; creativity isn’t a neat, tidy thing. And nor should it be. “We have to make sure our art schools don’t turn into offices and lecture halls” insists Principal Andrew Brewerton, who sees PCA as an opponent to the UK trend of "more convenient desk-based creative learning”.
Organisations like PCA are so much the product of their collective energy that the only way to meaningfully investigate their soul is to involve as many people in the process as possible. We conducted a series of brand workshops with key stakeholders to identify its strengths and areas of uniqueness. These went on to underpin all of the college's output as a brand, ensuring consistent messaging across all of its touch points.
It's great to see this approach paying off for the college, with application rates steadily rising over the past three years nationally and regionally.
Other campaigns have also focussed on the language of making, visually and verbally. One of our rules is to always employ physical techniques in the creation of communications.
Wherever possible we utilise the college's unique asset; itself. With so many amazing physical processes in action every day, it's fun to make use of what's there and take opportunities to experiment. Working in this way, we get to become excited ourselves in the college's potential and this is something that comes across in the message. The intention is always to make something as authentic to the college as possible.
Brand Image Bank