Bayes Business School - 2024
Bayes Business School Rebrand
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Following the transition from Cass to Bayes Business School, I led the creation of the Bayes brand guidelines, a comprehensive visual system designed to balance continuity, confidence and evolution at a pivotal moment for the School.
A key strategic challenge was audience reassurance. With a highly invested global community of students, alumni, staff and partners, the brand needed to feel immediately recognisable and credible, while clearly signalling a new chapter. The guidelines were therefore built as an evolution of the previous identity, retaining familiar cues such as strong typographic clarity, disciplined layout and bold use of red, while introducing a more flexible, contemporary system designed for digital-first and global application.
At the heart of the identity is a clear strategic framework, vision, purpose and narrative, underpinned by the idea of Always learning. This informed every design decision, from the structured grid system and disciplined typography to the introduction of distinctive brand assets such as the corner brackets, which provide both consistency and creative freedom across formats
I designed the guidelines to function as a practical creative toolkit rather than a static rulebook. Detailed guidance across logo usage, typography, colour systems, grids, graphics, imagery and application ensures clarity and consistency, while allowing teams to adapt confidently across campaigns, programmes and channels, from social and digital to print, film and environmental design.
The result is a brand system that reassures existing audiences through familiarity, while giving the organisation the tools to express itself in a more confident, modern and distinctive way. It’s a framework built not just to protect the brand, but to help it grow, supporting bold creative work without losing coherence or integrity.
