The tree concept was developed by myself in 2008 for use across the entire college suite of marketing publications/prospectuses. The brand development idea was that the style of each tree reflect the type of study/aspiration of the target market. For example, for the HE prospectus I used tall trees to suggest high aspiration/reaching higher; for the adult prospectus the tree had a large, complex branch structure to suggest the wide variety of study choices/pathways available with the college.
The following year we began to phase-in the new college branding into the prospectus designs: in year 1 we introduced the brand ‘swoosh’ and new colour palette, in year 2 we also incorporated the new photographic style and logo, and in year 3 we reduced the focus on the ‘swoosh’ and moved it closer to a solid typographical and magazine style.
We were able to phase-in the new branding system without there being a sudden change, without risking our existing good name and awareness levels. The re-brand also provided a greater level of consistency across the college, giving us a more professional image and enabling us to raise our profile locally, regionally and nationally.
Brand Development – Tree Concept
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