‘Here for U’ is the visual brand at the heart of Leicester Services Partnership; an equal partnership between The University of Leicester and its Students’ Union. We created a fresh brand to position them as friendly, high quality, youthful and supportive. It’s fun and flexible, giving them the ability to adapt the brand and messaging to suit all of the individual outlets and target markets.
More than just a name
We created the ‘Here for U’ name as a way of uniting two very different companies with a common goal of delivering a sector-leading customer service experience. The ‘U’ device doubles as a ‘smile’ and ‘you’, giving the brand an outward expression of their vision and service commitment.
Bringing the brand to life
As part of the brand development, we established everything from messaging to colour palettes and demonstrated how these will work across a variety of customer touchpoints and marketing materials, including clothing and interiors. We also produced a comprehensive set of brand guidelines to enable their in-house teams to deliver the brand consistently.
Playful and inspiring
It was critical that the new identity was different, yet complementary to the partners’ own brands and that it had strong appeal for its diverse markets. The new brand not only does this, but also gives them a very flexible and playful framework. It’s enabled the creation of inspirational spaces and comms for all the student and staff catering, conferencing and hospitality services across the entire university campus.
We think your creative shows a clear route forward that will help us deliver against the ambitions we have for the new brandLeicester Services Partnership