City College Brighton and Hove and Northbrook College have both successfully churned out graduates in a dazzling variety of disciplines for many years: from celebrity chefs and leading fashion designers to business entrepreneurs and Oscar-winning special effects experts. In 2017 the two Colleges merged, increasing their geographical reach, covering five sites, employing 1,200 staff and looking after 14,000 students.
Following an intensive consultation period, local design studio Baxter and Bailey proposed a new name – Greater Brighton Metropolitan College, or MET for short – and helped to establish a brand hierarchy for the new group of colleges.
"We then ensured that our brand identity effectively communicated this dazzling range of subject areas, using an ever-changing palette of imagery styles to reflect the vast choice available to students," explains Matt Baxter, Creative Director at Baxter and Bailey. "After nine months of strategic and design development, we’re thrilled that you can now meet the MET."
Lucie Coxon, Head of Marketing and Student Recruitment, said: "It was always going to be a challenge to develop a brand for a College which has such a diversity of courses and students. The team at Baxter and Bailey took the time to engage with all of our stakeholder groups to get under the skin of the MET and to understand our values and personality. The end result is a bold concept that can be adapted for different markets and is proving easy to work with and develop across all of our marketing channels."
Baxter and Bailey worked with a team of creative collaborators on the project, including regular writing partner Kate Van der Borgh and Brighton-based digital agency BozBoz.