In late 2021, KYUEM appointed REED to refresh its brand and develop a brand marketing campaign to position KYUEM as the preferred A-Level college.

REED focused on understanding the target audience of students, parents and sponsors and the need to create a brand that is both aspirational and relevant to all three target segments.

The positioning of ‘Launchpad to the world’s top universities’ was landed on.

The insights showed that key reasons students enrol into KYUEM is for the opportunity to focus and concentrate on obtaining results to get them into the world’s top university they want to go to and major in what they want to major in. With this positioning cemented, its expression was next.

The brand was consciously re-designed to look & sound less like the older generation talking down at the school leavers we were targeting and more like part of the tribe with the same lingual nuances and student speak - obviously where appropriate.

A set of super graphics was developed with brand communication assets refreshed annually.

The subsequent enrolment campaign developed post-brand refresh resulted in placement in KYUEM being oversubscribed and the College recording full enrollment in 2022.

“We’re now in the third year of the KYUEM–REED collaboration and are proud to report that the college received overwhelming response causing them to close applications as early as May for the 2024 August intake. We’re challenging ourselves at REED, to keep this going and to ensure this world-class establishment is supported with consistently world-class creative and design work,” says Tasha, GM, Creative Delivery at REED.