From September 2012 The College is bringing its expertise and unique approach to the undergraduate market by launching a new Bachelor of Laws degree – the LL.B.

This accelerated, two-year, focused undergraduate course is different to traditional law degrees. Not only is The College of Law’s LL.B rigorous and academically challenging, but completely focused on equipping students with the knowledge and skills to succeed in the modern world of law.

The brief
Our brief was to launch and communicate these unique aspects of the two-year LL.B, to create awareness and attract students, by reaching and convincing a broad audience of schools, prospective students, parents and other influencers in the profession.

It was clear from our initial research, that prospective students had very different motivations from, say, parents and careers advisers. By focusing on the core needs and motivations of each of the different audience groups, we devised a campaign that used real case studies and endorsements from real law students, real teachers, real parents and real lawyers to convey the benefits and strengths of The College of Law and its new LL.B course.

The results
The case studies formed the basis of the launch campaign, which also involved developing The College’s strong visual identity to create a distinct visual language for the LL.B. and differentiate the course from its other postgraduate programmes. This was implemented across an integrated media mix including a prospectus, on-line and print advertising, event graphics and digital.

Using real people, rather than hired models, was critical to the authenticity of the campaign. To reinforce this, during the advertising photo shoot we filmed a behind-the-scenes video showing the students, teachers, parents and law professionals talking about the key benefits of the course to demonstrate where the endorsements came from. The film is featured on The College of Law’s YouTube channel.

We were asked to design the festival guide for BigLopFest, which also needed to showcase the programme outcomes and provide legacy learning tools for teachers, parents and students.

Building on the theme of ‘bringing back to the streets’, we used an interesting map fold to house detailed festival listings on one side of the guide, and created a large illustrated street map of London on the back. Here the learning tools, interesting facts and activities for young Londoners to explore were housed within the illustration.

The new identity had its first outing at the Citizen Power: Peterborough launch on Monday 19 July at Peterborough’s Norman Foster designed Thomas Deacon Academy.

Thirdperson has been working with the RSA to help develop its thinking, messaging and brand language around the programme, which will now be applied to a range of innovative local engagement tools.

“The Citizen Power Peterborough programme is all about giving local people the power to shape the future of their city. But we had a big problem: we were finding it tough to turn big ideas like these into communications that people can understand and actually inspire them to get involved. Thirdperson are our solution. I wouldn’t go to any other business doing what they do. First class in every respect”.

Sam McLean, Director of Public Participation, Head of Citizen Power programme RSA Projects

Links
http://www.citizenpower.co.uk/
http://www.thersa.org/projects/citizen-power

Hanoi, Mumbai, Miami, Shanghai, Swindon… Blue-chip multi-nationals like BP have employees across the globe. A diverse workforce of nearly 100,000 employees can pose some serious problems – cultural differences and language can become barriers to even the most straightforward communication.

Working with BP on its Driving Safety Standards literature presented just such a challenge: get across 10 core safety principles to a global audience in a clear, bold way.

Our solution was strikingly simple. We developed a series of symbols corresponding to each of the BP guidelines – each one accompanied by short, simple copy which worked in 12 languages.

A hundred successful years in business is not something to ignore, especially if it involves fascinating stories of exploration, daring and discovery. We were approached by BP way back in 2006. The brief was simple – to develop an identity to mark their centenary, but the ultimate application of the identity was unknown. It would potentially need to be applied with a fanfare as well as with quiet dignity.

Three years on we created the first application of the identity, a flexible event system being used throughout BP globally for local centenary celebrations. We developed a graphic timeline highlighting milestones in the BP story, with the ‘Centenary Square’ underpinning a hundred years of corporate history.