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Challenge
Loughborough Design School is one of Loughborough University's flagship departments, based within a purpose built £21m building which opened in 2011 as home to both undergraduate and postgraduate students, as well as over 180 staff members and PhD students. The school facilitates internationally recognised research that has a real impact on the world around us and is currently ranked 1st in the UK for most employable design graduates. Since opening, the design identity had always felt disjointed from the building and culture of the school. We were asked to produce a new identity that captured the essence and reputation of the school, being careful to ensure the design worked in harmony with Loughborough University's overall identity. 

Solution
Working closely with the staff and students we delivered a design that combined the school’s culture, architecture, materials and ethos. Bold visuals built around a flexible grid gave a wealth of layout options, helping to cover the wide range of uses required by the school. To capture the essence of the work carried out by staff and students we commissioned and directed multiple photoshoots, building a huge image bank that quickly portrays the inner workings of each department. These images feature across a range of materials, helping to show just some of the facilities, work and research carried out at the school and are crucial to the success of the identity.

Paying homage to the School, the identity uses strong grids, linear devices and quality materials to offer a unique take on the wider university brand.
Carefully considered photography plays an important role in the new identity. Offering an immediate insight to prospective students, while also raising the standards of all internal communications.
The new design adds value to every aspect of the school's communications, replacing a previously inconsistent design with a visual language that talks directly to students and industry professionals alike.