Project Management

Creating and managing a UK wide brand
  • Liberty Living logo
  • Liberty Living residences
  • Liberty Living website
  • Liberty Living website

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Background:

Liberty Living plc is the UK’s fastest-growing provider of large-scale student accommodation, providing modern, stylish and affordable living within exciting and progressive learning environments. Managing approximately 15,000 beds in seventeen cities across England, Scotland and Wales, Liberty Living is the UK’s second largest provider, with student demand for accommodation increasing rapidly.

Branding Consultancy role:

I was initially asked to provide a fact-finding analysis of Liberty’s marketing requirements. Despite the fact that ‘Liberty’ is a fast-developing and successful operation, there was no visual identity in place and little marketing material. The company needed to portray its superb accommodation facilities to students and universities in a way that reflected a dynamic and quality living experience. As a company, it also had to project determined values to potential investors. At the time of briefing, the company was two years old and was simply called ‘Liberty’.

Establishing visual communication requirements:

The Brand Identity:
From the outset, I wanted the new company image to emphasise a quality, vibrant student lifestyle. Photography of students in residence was paramount to portraying an exciting student environment.

My first suggestion was to call the company Liberty Living, with a stipulation that the words  ‘for students’ should appear beneath the newly devised logo.

Strong condensed sans-serif typography was suggested for the name ‘Liberty’, complemented by a contemporary script styling for ‘Living’. With several residences throughout the UK, this solution allowed a generic styling for local property names, eg: Liberty Court Manchester, Liberty Hall Leeds, etc., enhancing the overall company visual identity.

Marketing literature:
Initial marketing literature was produced for individual residences throughout the UK and corporate identity guidelines were created for future implementation.

Website and social media:
The initial website adopted a design approach that presents content and functionality in a spirited and user-friendly way. The website is the hub for generating social media conversation within the Liberty Living community.

Growth:

Personnel:
With rapid expansion and the acquisition of several new halls of residence, I established a team of designers with a view to designing and producing new marketing material in the brand style, and controlling implementation and rollout. This involved:

  • Establishing personnel requirements and job roles.
  • Interviewing and selecting prospective candidates.
  • Briefing individuals on roles, expectations and responsibilities.
  • Managing and monitoring individual and team progress.
  • Ensuring timeline targets adherred to.

Project Management:
As well as management of personnel for the overall project, responsibilities included:

  • Creating a project timeline in conjunction with the academic year.
  • Generating annual budget and controlling annual spend.
  • Liaison and co-ordination with internal staff
  • Meetings and liaison with parent company board and investors.
  • Meetings and liaison with individual Halls’ Managers.
  • Briefings with Marketing Director.
  • Liaison and co-ordination with external specialists including:
    • Public Relations company.
    • Website programmers.
    • Social media specialists.
    • Printers.
    • Sign manufacturers.
    • Exhibition and banner manufacturers.
    • Photographers.
    • Advertising media companies.