How to create a new sub-brand ID and prospectus for this well-established sixth-form college to inspire an audience of young adults to find the right course for them?
Sussex Coast College has a long and respected history of running vocational courses, and more recently developing an exciting new programme of academic sixth form studies. The College wanted to launch a new brand ID that would sit comfortably with the existing branding; coupled with the ID, they required a fresh, new prospectus to reflect the increased vocational and academic courses being offered.
Head of Marketing
Sussex Coast College
Following on from running a stakeholders consultation forum, we started with looking at the needs of their audience; primarily young adults who had just finished their GCSE’s and were considering their next step. It is an important time in their lives where they make crucial decisions about their future. We needed to ensure that the prospectus helped to inspire them: communicating that they can be whoever they wanted to be, and that Sussex South Coast Sixth Form was there to help them achieve their goals.
Being a vocational college, it was important to really demonstrate that it was very different to school; many are wanting to make that step into adult life and are seeking a change from the rigidity of school life. The ID and courses needed to reflect that this was a new, fun and grown-up step that they were embarking on - that it is a cool and exciting; and reflect that they were taking that first step in life to be whoever they wanted to be.
Whilst complementing the existing corporate guidelines, the new sixth form ID had it's own strong typographical style & colour ways. We created a prospectus with a magazine-feel which truly expressed the modernity of the college and the courses that it offered. The square shape and uncoated stock helped cement this sense of being tactile and real.
The prospectus content itself really communicated the aspects which made the college so different to school: cafes, pool rooms and the vocational nature of the courses rather than the traditional subjects available in school. It was packed full of quotes and inspirational imagery, really giving a sense of what the college offered.