Cass Business School

Cass is City, University of London’s world-leading business school. To support their ‘extraordinary calling’ brand repositioning, a new visual identity was needed. My winning creative pitch was based on the ‘thinking outside the box’ proposition. A square and bracket were developed to frame their logo, highlight content and create abstract shapes for specially-commissioned photography.

Recruitment campaign

After establishing the new branding, a recruitment campaign was developed which included a microsite, advertising and social media. The microsite showcased the brand film, featuring animals and their ‘calls’, the extraordinary ways that they communicate.

The campaign was a huge success with a 94% increase in full-time MBA applications and 10k undergraduate applications (the highest number they’ve ever received).

It was shortlisted for the CreativePool Annual and The Drum Marketing Awards.

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