Capital City College
Capital City College (CCC) is the largest further education provider in London. Every year, CCC trains and educates over 25,000 students, with many renowned alumni in a wide range of professions.
PROJECT:
Brand Identity
The problem
The three colleges that came together to form (what was called) Capital City College Group historically maintained a significant degree of autonomy in the curriculum they offered, and how they marketed themselves. Each college had a few different campuses, each becoming well-known for the different specialisations they offered.
This led to some confusion for their respective audiences and significant duplication and complexity, particularly within the admissions process, which is centralised. The master brand was also unable to benefit from the scale the wider group offers, and struggled to articulate its broader proposition, impacting its ability to build cumulative value over time.
The thinking
Working alongside Federico Gaggio at Do&Co, who led the strategic insight and brand architecture work, we developed a new brand identity system which shifted the focus to promoting the group as a whole, alongside the different centres of excellence (the campuses), rather than the three colleges.
It became clear that a system was required to give the campuses their own identity, whilst maintaining a strong link to the master brand.
The solution
By focusing on careers over courses, supporting local communities, and fostering a genuinely inclusive environment, CCC make a real difference in people's lives by helping them make the most of opportunities.
We created a logo to represent the 10 centres coming together as one unified, diverse and vibrant college. The distinctive C marque can be used for both the masterbrand and centres of excellence, as well as in a different colour for sub-brands such as Apprenticeships. We also developed an identity for the 6th form college, which needed to maintain a clear link with the masterbrand, whilst having its own distinctive personality.
