De Montfort University
collective benefits.
1 DMU
a unified brand that still let every faculty show its edge.
the context
Each DMU faculty had to grow its UK and international student numbers, so each worked out what made it more attractive than its closest competitor, right down to schools and courses. Commercially it made sense, but DMU’s overall proposition was getting lost, and a ‘silo’ mentality was growing along faculty lines.
the challenge
To unify communication so it built awareness of DMU while letting faculties express their competitive advantage. More importantly, to break down the silos and encourage interaction across the University.
what we did
We interviewed each faculty, the Pro Vice Chancellor and the Dean, and ran focus groups with influencers across academic and support staff. In each, a theory of mutual benefit was presented, debated and evolved. The findings became faculty and DMU guidelines, rooting each faculty’s proposition in the University’s vision and values, with text and visual devices to balance DMU and faculty branding.
the results.
- unity of purpose across the University
- more interaction and collaboration between schools
- pride a stronger sense of pride in DMU
The University and faculties had the guidelines, messaging and graphics to shape perceptions and generate enquiries.
Thank you for all your work on the branding project. It wouldn’t have been half as successful without your expertise and patience.
Kerry Law, Director of Marketing & Recruitment Support, De Montfort University
could this be your story?
The first conversation is with me, and it costs nothing.