Cass Business School

Masters visual identity

Conveying a distinctive MSc proposition within an existing brand identity.

Asked to develop a strong visual identity and student recruitment advertising for Cass Business School’s MSc program, we worked within established guidelines to create powerful communication aimed at a young, confident audience with an average age of 23.

Our solution drew inspiration from the fact that Cass is the only business school within the capital’s Square Mile, with imagery London-centric and shot in a gritty, black-and-white style – in stark contrast to the more pedestrian visual approach prevalent across the sector. Stylised monochrome images of young professionals and striking City settings are enlivened with bold splashes of red to reflect the Cass identity.

The distinctive colour scheme was chosen to maximise the impact of advertising in a crowded marketplace. Copy is succinct and direct, with courses promoted under the headline: London. Business. Masters.

We applied the new identity to a range of marketing collateral including course brochures, individual course guides, exhibition banners, press advertising and an e-shot campaign.