48 Hours.
YEAR / 2021
BRIEF
Working with the university’s Student Services as the live client, the brief was to develop a holistic branding system for the Wellbeing Services. The challenge was to both coalesce and justly differentiate the various sub-brands (BAME, LGBTQIA+, Disabilities, International) under one overarching umbrella brand that makes the Wellbeing Services accessible and relevant to all students. In only 48 hours, this group project asked to create a digital and physical communication space that listens to all student groups, particularly those who are more likely to be underrepresented, marginalised or vulnerable.
RESPONSE
With the aim of removing the unfortunately often negative stigma surrounding reaching out and asking for help, our group aimed to create a brand that found the balance between friendly and approachable, and professional and academic. We especially considered the client’s concerns with wellbeing and mental health often being given an image that is too childlike and soft, and thus aimed for a sophisticated yet down-to-earth brand identity. This lead to the umbrella brand Harbour. The naming metaphorically encapsulates the Wellbeing Services’ role of being a safety haven, whilst also making a contextual link to Cardiff’s geographic location. Our research lead us to creating a marque inspired by anchor knots, symbolising the support and connection between students and the the university.
