Prospects launches new brand strategy to drive graduate engagement
The word & lsquo;Graduate’ will be dropped from the brand name, to reflect that Prospects is involved at every stage of the student journey from school leavers to postgraduates.
To create stand-out and add a more contemporary feel to the brand, & lsquo;Prospects’ will appear illuminated - communicating its position as a & lsquo;guiding light’ on the right career path. A distinctive neon colour palette used on a dark background will reinforce the glow effect and a series of stylised icons have been created, to enhance the visual identity.
The new identity will run across all external and internal communication including prospects.ac.uk. To reflect its dominance in the market, Prospects’ tone of voice is bolder and more dynamic.
Sarah Brookes, marketing director at Prospects said: “We wanted our brand to reflect our position as a predominantly digital enterprise as well as communicate our unrivalled understanding of the student journey and our expertise in graduate careers.
“We’ve worked closely with stakeholders and tested the new concept to ensure it will appeal to our audience. Representing radiant futures and the motivation for students and graduates to make their mark and be seen, it’s totally aspirational and a sentiment that will run through every element of the creative direction and messaging.
“By bringing the brand up to date we hope to better engage students and graduates, and create differentiation in the marketplace.”