Brand design case study
U Lott – The University Lottery
No matter what audience you’re trying to reach, you need to stand out from the rest of the market and all of the other brands that are competing for your customer’s attention and money. A strong, clear, recognisable identity is important for most businesses, but when you’re trying to reach university students, the task becomes even more challenging.
When U Lott – the University Lottery approached us with the challenge of communicating their new product range to university students, we had to think long and hard about the best way to approach the problem. Students are bombarded with messages from so many different sources, that it’s very hard for any brand to stand out. Bars, clubs, drinks, clothes, shops and restaurants are all fighting for a share of their time, attention and limited cash and that makes for brand overload.
We had to balance the need for the branding to stand out, against the need for each of the brand elements to be used in one of any number of circumstances. The market is also flooded with brands that are trying to look edgy and exciting – we needed to make sure that we didn’t charge down a route that wasn’t suitable for the brand’s products too.
What we devised was a logo and set of brand guidelines that were flexible, but allowed the brand to be used in fun and interesting ways. We devised a logo that would work with a variety of colours, in a style that students found familiar and comfortable but also looked fresh and interesting. We chose typefaces that were reassuring, friendly and professional and developed a set of brand guidelines that were easy to follow and not too demanding on anyone who needed to pick them up and work with them.
The end result is a fresh, interesting and fun brand that can be consistently, but interestingly used. U Lott will launch their first lottery at Bradford University at the start of the next academic year.