Hammersmith Academy


We were asked to prepare the corporate identity for Hammersmith Academy, a new build Academy that was being funded by Worshipful Company of Mercers and Worshipful Company of Information Technologists.


Brand origination, the logo, name-style, Brand Book and Brand guidelines


Having received the brief, client requirements and constraints, we prepared a series of creative solutions and took these to research.

We organized a series of six research groups (prospective parents, prospective students and teaching staff) and eliminated the non-runners.

From 3-4 remaining options we prepared a full second stage creative presentation covering various aspects of the brand usage. This was considered by the Board of Governors and a final design route approved.


The agreed design was then created as master digital images and a Brand Book prepared, providing guidelines for the Brand usage over all media.

We provided Hammersmith Academy with a complete package that enabled them to establish and retain a tight control on all marketing and corporate communications.

Areas of involvement:

Over the period we addressed and provided solutions for:

  • Development of the Brand statement.
  • Development of the Brand colours and typography.
  • Preparation of the Brand Book (Brand guidelines).
  • Conventional brand applications (stationery suite etc).
  • External 3D branding.
  • Application of the Brand to uniform and sportswear.
  • External branding and signage.
  • Colour co-ordinated interior signage for the learning disciplines.
  • Design and concepts for the Prospectus, Parent communications, guerrilla marketing to the students.
  • Introducing and liaising with 3rd Party suppliers (printers, apparel providers, architects).
  • Website concept.


While the Academy was being built, we were able to put a complete Brand package together – from flag-pole to form room.

Working closely with the Head Teacher and Assistant Head Teacher we provided advice on all aspects of branding and as the was a white-paper brief every task had to be addressed from the point of origination!

Our contribution was a complete end-to-end solution that allows the Academy to roll the Brand identity out to all media.