a.r.u. – Do something amazing

ARU is not a conventional university.  Inclusive by design and distinctive in its attitude and offering, it needed a brand that reflected its unique strengths and challenged perceptions in a crowded higher education sector.
We repositioned ARU around a new purpose:  helping people discover their strength. Inspired by  the symbolism of the heron from the university's historic crest, we created a modern, future-facing identity supported by authentic storytelling and a digital-first design system. The result was a clearer, more distinctive brand that united students, faculty, and communities around a shared ambition for the future.

Role

Led the repositioning of a.r.u. through a new strategy, visual identity, authentic storytelling, and digital-first design system.

Directed multidisciplinary teams across brand, digital, copy, and experience design, partnering closely with university leadership to create a clearer, more distinctive brand aligned to ARU's future ambitions.

Deliverables

Brand Strategy, Visual and Verbal Identity, Brand Guidelines, Governance, Creative Management, Design Systems, Digital Experience, Environmental Branding and Wayfinding

Impact

+16% UK/EU Undergraduate
+10% EU Non-UK
+35% Clearing 
Transform Awards Winner
Silver - Best Visual Identity in the Education Sector
Highly Commended - Best Brand Evolution