Gallery: Launching the University of Northampton
Developing a new brand to launch the University of Northampton, University College Northampton
The change to full university status for University College Northampton offered a once-in-a-lifetime opportunity for considerable publicity and public celebration. Kathryn, then Director of Corporate Communications and Development, led preparations for the rebrand with a thorough audit into current perceptions in order to develop an identity and proposition that would convey where we the University was then, as well as its future aspirations.
- Learn about the rationale behind the new brand in the presentation Kathryn delivered to staff prior to the launch.
- View the Supporters Guide Kathryn wrote to encourage further giving during the Year of University.
- View the Estates Strategy brochure Kathryn edited to showcase the University's ambitious plans for development.
Research was conducted with almost 3,000 key stakeholders - employers and businesses, parents, teachers/careers advisors, prospective students, current students, staff and alumni. The results indicated that it was the impact the University made on people’s lives which set it apart. With 1,200 staff and 10,000 students, Northampton was small enough to care and large enough to cope with a commitment to widening participation in higher education. To illustrate this position, a number of core messages and the tag line – Transforming lives, inspiring change – were developed. The final logo, which staff voted for, was designed as a contemporary twist on a conventional crest to reflect the fact Northampton was a modern university. It was intended to provide a ‘badge’ for the institution, which symbolises an 'N' for Northampton and the flowing River Nene, which marks the connection between the University and its communities.
As part of preparations to launch and roll out the new brand, Kathryn initiated a cross-organisational project team to pull together a Year of University celebrations, essentially a calendar of events and activities aimed at raising awareness. The new corporate identity was officially unveiled by then Vice-Chancellor Ann Tate CBE at a VIP launch to over 120 regional dignitaries and the media on October 14, 2005, supported by the Mayor of Northampton and Saints Rugby Club Chairman and local businessman Keith Barwell. This private launch was followed by an enhanced Open Day the following day featuring presentations by the Vice Chancellor and a range of events hosted by the Academic Schools. Kathryn and her team attended over 20 individual brand presentations held in each School and Department where staff were given personalised copies of a commemorative brochure.
Publicity included the front page lead and an eight-page supplement in the regional daily newspaper, the Chronicle & Echo. Initial reaction from students quoted in the press was unanimously positive; comments included the fact it was a ‘more mature design’, ‘modern-looking’, ‘far better – grabs people’s attention’, ‘really cool’ and ‘more people friendly’. VIPs who took part in post-launch evaluation, including local councillors, business people and governors, felt the brand looked ‘innovative’, ‘clean’, ‘modern’, ‘eye-catching’, ‘professional’ and ‘exciting’. 88% felt that it presented a very ‘professional’ image; 78% ‘modern’; 92% ‘welcoming’; and 91% ‘up-market’. Following the launch, prospective student enquiries rose 20% and by November the University had enrolled an additional 200 full-time undergraduate students than the previous year.