Project overview
An original employer brand
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That celebrated the University of Liverpool's heritage.
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That looked into the future
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That uncovered the essence of a redbrick uni and a great place to work
We took a research-led approach
Liverpool was the first civic university to open its doors in 1881. But was this founding spirit of improving society – better health, education and economy in Liverpool – was still a motivator today? Through multiple stakeholder focus groups, we uncovered that it very much is. If anything, its fire for greater equality, diversity, inclusion and social mobility burns stronger than ever. The workshops revealed a desire to recapture a sense of local and regional identity whilst still retaining national and international appeal on the wider stage. A desire that sparked a real sense of originality and uniqueness.
How we crafted the EVP
Four key themes also emerged from the research. These formed the basis of four attributes (Share the spirit, Grow your impact, A culture of togetherness, Opportunity for all), which became the key pillars of the EVP. And we brought it all together with a compelling proposition; an elevator pitch that sat alongside The Original Redbrick, summing up the University of Liverpool as an employer.
The strategic positioning
We uncovered what the Liverpool community felt being ‘original’ meant. It harked back to literature that positions the University as one of the first redbrick institutions; original in its rebellious streak; original as in first, forward and free-thinking, progressive, with purpose. Overlaid against bold and vibrant imagery connected to the original message, we wrote a love story for Liverpool, town and gown.
“We are a University with heart, in a city with soul. Fiercely individual, and all in this together.”
Developing a targeted message
With key audiences including academics, professional services, manual and technical, it was important to tailor the messaging to speak directly to these very different groups. Using the research findings, we developed four different messaging frameworks, allowing the EVP to feel relevant to whichever audience we were targeting.
ED&I has always been at the heart of the brand
The University of Liverpool has always strived for the advancement of learning and the ennoblement of life. Ensuring these principles of equality, diversity and inclusion are at the heart of its brand now, represents what the University is all about, and continues to be, long into the future. Throughout our work we listened to the voice of the community through a range of forums, we reviewed our thinking and reassessed our outputs to bring them in line with what matters most to Liverpool, so they can share a message and a brand they are truly proud of.
What we achieved
We developed a new brand book, full guidelines and refreshed visual identity. The new brand has also been brought to life across the campus with flagship designed pieces, as well as directional signage, refreshed internal webpages and new films scripted. Together these are delivering a relevant, consistent and original story every time the University of Liverpool communicates.
We also helped the University of Liverpool exert a strong presence across the city, with an out of home campaign that reclaimed many landmark sites, including both rail stations, the city centre, Liverpool One shopping complex, and major road entrances and exits to the city.