A new kind of business school
The world of business has changed, and HuIt's unique curriculum forecasts and answers these new challenges. Hult offers a non-traditional approach to education yet its visual identity swam in a sea of sameness amongst other traditional business schools.
Our challenge was to create a visual identity that was instantly recognizable as non-traditional and bring a contemporary approach to an academic institution.
We believe that the most interesting work happens at the intersection of opposing forces. Those brainwaves of connecting the old and the new, the electricity that happens in education when you break new boundaries. This unique space is where our new brand identity lives.
The idea
We developed a visual device to connect these two sides. lnfiuenced by charts and graphs, a common part of the visual lexicon of business presentations, our new library of shapes act like a watermark on photography or as a stand-alone visual component.
They are bold and evoke curiosity, even when combined with traditional typography or photography. The shapes can be standalone works of art, combining the worlds of beauty and business. They come in infinite shapes, colours and sizes. A library that can grow indefinitely.
Applying these shapes throughout our brand is a maverick move. They are charts with an attitude that we could almost call a rebellious watermark. This perfectly captures Hult's brand identity as the visionary rebel of education.
Client
Hult International Business School
Role
Creative Director, In-house Creative Studio
Teams
EF Global Creative
Hult Creative Studio
Winner of The Drum Design Awards 2020 🥇 for Brand Identity Design
Based on a year-on-year performance comparison of our paid and social channels the rebrand has been instrumental in influencing user behaviour.
Combined impressions have increased by 49.6%
lnstagram has grown by 1,346% and Twitter 3,198%
Combined engagement has increased by 71.2%
lnstagram 85.9% and Facebook 73.6%
The click-through rate of ads on lnstagram (feed) increased by 15% with new ad creative featuring the brand refresh
The percentage of people who took action* with these ads was 390% greater for the ads with new creative versus pure photographic ad creative
*People who took action include link clicks, video plays, likes, comments, shares
