Newcastle University provides world-class education to almost 25,000 students from across the globe. With a proud teaching history since 1834, they have a deep-rooted brand and distinguished identity. JUMP was asked to develop a clear brand for their enterprise and entrepreneurship services, which has so far supported over 165 businesses. The brand would need to sit next to the Careers Service, as well as stand out in its own distinct way.
It was important to gain a solid understanding of the brand before exploring the ways it could be strengthened. We conducted research and reviews through a set of focus groups within the University, helping to guide our methodology. Firstly, we changed the name to START UP for a more immediate effect. We then considered the fact that students often didn’t consider this as an option for them either due to not having a business idea, not studying the subject or not having the money to put into a project. We therefore needed to show START UP as the “give it everything and take nothing” service it is, supporting anyone that chooses to use it.
To do this we took an illustrative approach with direct messages, complementing the Careers Service whilst setting it apart with a suite of eye- catching colours. We showed that with the right attitude, everyone has the ability to be an entrepreneur, no matter the year of university, what you study or what stage you are at. We further used case studies to show real examples of students who have made this happen, adding to the wide range of possibilities that are out there. The result is an all- encompassing brand that appeals to every kind of entrepreneur, even those that had not yet considered they could be one.
“JUMP delivered a brand that fits with the bigger picture of the Careers Service whilst being entirely distinctive in its own right. They are highly skilled in addressing the target audience directly and generating successful results.”
Gareth Trainer, Assistant Director (Enterprise and Entrepreneurship), Newcastle University