An original employer brand

‘The Original Redbrick’ was the University of Liverpool’s existing brand idea. It’s well-known and articulates who they were and what they offer students perfectly. What they needed, however, was a way to communicate what they offer staff, which was something quite different.  

It was time to start digging deeper, to unearth what made the University of Liverpool a place where people choose to start, grow and build their careers. We used the findings from surveys and focus groups across key areas of the institution to get a clear idea of life at the university, and what made it unique.  

Four key themes emerged from the research. These formed the basis of four attributes (Share the spirit, Grow your impact, A culture of togetherness, Opportunity for all), which became the key pillars of the EVP. And we brought it all together with a compelling proposition; an elevator pitch that sat alongside The Original Redbrick, summing up the University of Liverpool as an employer.  

With key audiences including academics, professional services, manual and technical, it was important to tailor the messaging to speak directly to these very different groups. Using the research findings, we developed four different messaging frameworks, allowing the EVP to feel relevant to whichever audience we were targeting.  

Now we have the EVP, it’s time to bring it to life. We’ll be translating it into a big idea, giving it a distinctive creative identity that allows it to be used widely now and into the future, providing an inspiring insight into life at The Original Redbrick.