London South Bank University
Call to adventure
While universities excel at preparing students for their careers, they often struggle to maintain meaningful connections with their graduates. LSBU recognized that their alumni community held untapped potential – not just as a network, but as a vibrant ecosystem of support, mentorship, and real-world opportunities. However, their traditional alumni association model wasn't resonating with their digitally-native graduates.
Challenge
Through deep-listening sessions with LSBU employees and graduates, we uncovered a disconnect: while the university offered valuable services like mentoring, career guidance, and networking opportunities, their alumni program felt stuck in the past. The annual magazine and formal communications weren't engaging a generation that craves authentic connection and meaningful digital experiences. Most importantly, graduates weren't seeing themselves as part of a strong community that could enhance their professional journey.
Approach
We began with a collaborative workshop with the LSBU alumni team, focusing on three key areas:
Purpose & Positioning: We crafted a new purpose that moved beyond traditional alumni relations to emphasise real-world impact and continuous growth. The shift from 'Alumni Association' to 'Alumni' reflected our understanding that millennial and Gen Z audiences prefer straightforward, authentic communication.
Community Experience Design: Rather than just updating marketing materials, we reimagined how graduates would experience and engage with the alumni community. This meant creating touchpoints that balanced digital convenience with meaningful human connection.
Visual Identity System: Working with the existing 'in the spotlight' brand concept, we developed a contemporary visual language using bokeh light effects – creating a sense of warmth and possibility that resonated with younger audiences. This visual system was implemented across their magazine (renamed 'South Bank') and event materials.
To launch the new brand at graduation – a crucial moment for community building – we collaborated with local filmmakers FatSand to create an engaging short film that spoke directly to graduates' aspirations and values.
Impact
The rebrand transformed LSBU Alumni from a traditional institution into a dynamic community platform. As Olivia Rainford, Senior Manager of Alumni Relations, shared: "Our engagement with alumni and students has gone through the roof because our brand and tone of voice captures the very essence of our community."
By understanding the values and preferences of younger generations, we helped LSBU create an alumni experience that feels less like an obligation and more like an opportunity – proving that traditional institutions can evolve to meet the needs of today's graduates while maintaining their core purpose of fostering meaningful connections.
