Hudson Fuggle to reposition London’s Morley College with a new brand identity

The consultancy was appointed three weeks ago after it was invited to respond to the tender following previous work on the college’s print collateral (pictured).

Seven design groups were invited to submit proposals, from which three were shortlisted.

Morley College head of marketing and communications Nicola Milham says, ’With the upcoming Government spending review due shortly, we have to be prominent in reinventing ourselves. We rely a lot on repeat business, but now we have to start thinking about our positioning, marketing and our message.’

The consultancy has been briefed to create a new identity that reflects the rich heritage of the institution – which has boasted composer Gustav Holst and artist Maggi Hambling as tutors – and also raises its profile, says Hudson Fuggle director Ian Fuggle.

The consultancy is currently interviewing staff, students and key stakeholders about the college’s positioning. The next stage will involve producing an identity for the college dependent on this research and creating brand guidelines for future use of the creative.

It is hoped that the logo and first elements of the identity will be launched before Christmas, ahead of a full roll out later in the year.