A bold new identity for a challenger brand.

Despite its reputation for innovation and social impact, the University of Bradford was facing significant challenges. Historically, negative perceptions of the city had overshadowed the university’s strengths. Externally, prospective students and stakeholders lacked a clear sense of what set Bradford apart. Internally, there was a need for greater alignment and brand advocacy.

With a new homegrown Chancellor in Anita Rani and a national spotlight on the city, the timing was right for a complete transformation – one that would reaffirm Bradford’s place on the global stage and position it as the university where difference isn’t just a buzzword.

A transformation of this scale required deep immersion. Over the course of a year, we worked in close partnership with the university, embedding ourselves in its world to understand its culture, history, and ambitions. Through in-depth research, stakeholder collaboration, and creative exploration, we uncovered the essence of what makes Bradford really tick.

‘What Difference Makes’ became the foundation of a bold new identity – one that embraced the university’s disruptive spirit and unapologetic ambition. The visual language was built to be as dynamic as the people it represents: vivid, striking, and full of movement. From a refreshed colour palette to a sharp, ownable tone of voice, every element was designed to stop people in their tracks.

But this brand change was about more than aesthetics. We worked closely with internal teams to ensure the new positioning wasn’t just seen, but felt. Through workshops, we helped build advocacy across the institution, ensuring staff and students became champions of the brand. And as our partnership evolved, we continued to shape campaigns that reinforced Bradford’s place on a national and international stage.

Bradford’s transformation was a complete mindset shift. The new brand positioned the university as a disruptor, elevating its reputation and countering outdated narratives. Student engagement grew, staff pride soared, and the institution’s profile strengthened in key markets, ready for its place in the spotlight. Our work has since been recognised with a Transform Award for Best Visual Identity in Education, solidifying Bradford’s place as a university that thrives on its difference.