Edinburgh Napier Esports
Edinburgh Napier University -
The UK's 10th best modern University.
Edinburgh Napier University
Type of Work
As the #1 Modern University in Scotland, Edinburgh Napier takes especial pride in overall student satisfaction, being #1 University in Edinburgh 3 years running.
Often being a local perception as 'the other university in Edinburgh'. Instead of shying away from being seen as an underdog, we leaned into it.
We wanted to create something inherently 'Napier' while building a sense of ownership for students, as well a brand that those applying would want to be a part of.
Secured interest of prospective and existing students
Increased student engagement & society growth
Gained brand clarity for all fans with 'branded house'
Boosted sponsor & partnership brand perception cementing the seriousness of the society
As well as a feeling of being '2nd best', in the brand strategy phase Napier used the term 'not nerdy' which became a staple part of building the visual identity.
Hosting events social and competitively as well as assembling rosters for other tournaments created confusion amongst new society members where their place was if they were only interested in a single facet.
To build visual seperation the combination mark logo can be used in different formats to showcase each area, while working together when each part of the society acts as a whole.