Fist Hero Image, Modern waiting room at office. 3d rendering; Shutterstock ID 254946508



UCL is aiming to raise £600m for cutting-edge research, transformative capital projects and expanded student support. The target is one of the biggest seen in the UK’s higher education sector, focusing on four priority areas: health, students, London and Disruptive Thinking. Projects include providing world-class new facilities to house UCL’s ground-breaking dementia research, developing personalised therapies and immunotherapy to combat cancer, the creation of a radical new campus in East London and supporting the very brightest students, regardless of background, to study at UCL.

Lambie-Nairn was tasked with creating a brand identity which captures the uniqueness of UCL, its strong personality and the big story behind the campaign. The brand also needed to reflect the university’s belief in pushing boundaries, which is based on its experience of delivering innovative solutions by doing things differently.

The resulting campaign is built around the idea ‘It’s All Academic’, enabling UCL to take a well-known phrase and turn the meaning on its head to declare that being academic is no longer seen as delivering less.

We created a deliberately disruptive look and feel for ‘It’s All Academic’ to compete with, rather than complement, UCL’s existing corporate identity. The design uses classical fonts combined with provocative language and an eclectic handmade, punk inspired aesthetic. The subsequent communications feel surprising; intelligent yet rebellious.


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