London Business School
BRAND ・ WEBSITE
London Business School brand identity lacked distinctiveness as well suitability for the digital age. As Digital Creative Director in an integrated creative team I led developing a new and fresh brand identity which we quickly applied to London Business School’s online platforms with an enhanced experience.
My role
Digital Creative Director
Lead UI Design
Awards
Transform Awards Europe 2020 - Bronze for Best Rebrand of a Digital Property
Transform Awards Europe 2020 - Highly commended for Best Visual Identity from the education sector
BACKGROUND
Ranked as number one business school in Europe for five consecutive years, and as one of the world’s leading business schools; London Business School brand identity lacked distinctiveness and the website had become dated compared to its competitors.
A refreshed, compelling and coherent brand and digital experience was required for both B2C and B2B audiences. Working alongside the brand team we identified that the London Business School brand needed to feel premium, dynamic and ownable. And it was essential that we explored brand territories in a digital space.
A NEW LONDON BUSINESS SCHOOL
The enhancement of the brand demonstrated the school’s point of difference by dialling up its heritage and impact, alongside an onsite experience that focused on needs to educate, inform, engage and excite.
The visual elements were reduced to only the necessary with a confident and rich colour pallet and new photography art direction. The ‘red thread’ was developed as a flexible brand device that can be used to highlight key actions or messages and demonstrate connections.
STAGGERED BRAND ROLE OUT
To deliver maximum efficiency when the brand launched the Executive Education section of the website benefitted from over 40 new components and supporting templates. This launched alongside a reskinned wider London Business School website.
The following year the rest of the website benefited from an experience and design update including their Masters and PhD offering, alumni sections, events, magazine and donation tools.
A FLEXIBLE DESIGN PALETTE
It was important that the digital palette could flex from informative class information where scaled back design was developed with no distraction to rich story telling of school experience and benefits.
Results
+300%
ROI in the first year
+40%
App usage increase
+10%
Online sales conversion increase
+30%
Revenue increase