Student union rebrand for Heriot-Watt University Student Union
The Heriot-Watt University Student Union needed a rebrand to better reflect the wide range of services it offers and to boost student engagement. The existing brand was not effectively representing the Union’s mission or connecting with its diverse student body.
Brief
The objective was to create a new brand that resonated with a broad audience – including Gen Z undergraduates to postgraduates – while maintaining a clear and engaging identity. Teaming up with research agency, Indigo Leap, a brand workshop with students, staff, and alumni helped identify the issues with the current brand and the direction for the new one.
The distilled brand essence: Students first. Always.’
Rebrand
Using the “Students first” theme, we crafted a new identity around the tagline:
‘U at the heart of the Union.’
- A unique ‘U’ motif was designed to form part of the main logo and typeface, symbolising the student-centric nature of the Union.
- The branding is versatile – professional enough to align with university branding, and playful enough for youth-focused partnerships.
A bright and modern colour palette was chosen, balancing vibrancy and neutrals for versatility.
Brand toolkit
Brand guidelines include:
- A quick-start guide for students
- A detailed manual for staff covering tone, sub-brands, and marketing
The team now have an array of brand assets and templates to create all kinds of student union related material, including:
- Social Media: Playful content using the ‘U’ motif, targeting Gen Z
- Print: A complete suite of templates for easy, on-brand design
- Merch: The brand identity is visible across a broad range of merchandise, which has seen high sales
#TheDevilWearsGala
We devised a student design competition for the textile-based Galashiels campus, which led to the creation and sale of branded tote bags. This campaign drove high engagement and generated a brand new revenue stream!
83%
+5
3x
Results
The results speak for themselves…
- Strong brand recognition through cohesive design and messaging.
- Increased student engagement due to approachable and flexible brand tools.
- High merchandise sales and successful student-led projects like #TheDevilWearsGala highlighting pride and ownership in the new brand.
Yay!
Recognition
Our collaborative work with IndigoLeap on the Heriot-Watt Student Union rebrand didn’t just resonate with students, it also caught the attention of industry peers.
In 2020, we were proud to receive a Bronze Marketing Society Star Award for Brand Development. This recognition celebrated the impact of the refreshed identity in helping the Union connect with a new generation of students and stand out in a competitive landscape.
Bit envious? Wondering what we could do for you?
Let’s find out. One quick call could be the start of something brilliant.