Imperial College Union
Branding / Digital
To help Imperial College Union stand out from the crowd, we redefined their identity. We moved them from "university department" to "independent advocate," crafting a bold, accessible brand that bridges the gap between prestige and student life, all while ensuring a seamless, digital-first integration for their new web platform.
The ambition.
Imperial College Union (ICU) sits at the heart of one of the world’s most iconic universities, yet it faced a fundamental identity crisis: students couldn't tell where the College ended and the Union began. To deliver on their 2023 strategic plan, ICU needed to step out of the university’s shadow. They turned to us to create a brand that felt independent, inclusive, and unmistakably student-led, all while preparing for a major digital relaunch.
Strategic focus
Distinct but Complementary
With Imperial College London undergoing its own rebrand, we engineered a visual language for ICU that feels like a "cool cousin", related in prestige, but entirely unique in personality.
Inclusive by design
We developed an accessible color palette and a typography suite designed to resonate with a global student population, ensuring every student felt the Union was "for them."
Collaborative Integration
Because a new website build was already in motion, our designers worked as a seamless extension of the external development team. We provided high-fidelity UI elements and page layouts tailored for an intuitive, digital-first experience.
Carving out a modern voice.
We began with a detailed discovery phase, stripping away the "institutional noise" to find the true pulse of the student body. Imperial students are a high-achieving, diverse group of undergraduates, postgrads, and international learners. Our strategy was to move ICU away from "corporate administration" toward a "transformational partner" that feels fresh, relevant, and easy to relate to.
Beyond the logo.
This wasn't just a visual refresh; it was a repositioning of the Union’s value. By refining the verbal and visual branding, we gave ICU a toolkit of flexible assets that work across every touchpoint, from physical signage on campus to the complex backend of their new CMS. We focused on "informed optimism," creating a brand that looks as smart as the students it represents while remaining approachable and high-energy.
Just wanted to drop you a line to say a huge thank you for the work you've done for ICU. I'm so pleased we chose Yoyo for this project. It's been such a good experience, with the project being excellently managed from a client perspective and I'm really thrilled with the creative.
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