Suffolk One
(for Suffolk County Council)
A new sixty million pound sixth form college is being built in south west Ipswich and will open its doors in September 2010. It's a state of the art learning centre for 16-19 year olds in Ipswich and south Suffolk and will offer, uniquely, a mixed learning environment for academic and applied learning students. The curriculum will offer over 50 'A' levels, the International Baccalaureate, and a wide range of Diplomas and vocational courses.
The Challenge
To find a name for the college that reflects its ambition to become the region’s flagship 16-19 learning centre of excellence at the heart of a collaborative community of schools, colleges, universities & businesses where all talents and achievements are equally valued. Then develop an identity that the college can use to communicate its purpose and values, including a 'vocabulary' of slogans and advertising lines.
The Solution
We followed our best practice naming process, which included developing a thorough understanding of the nascent college, helping to develop its Vision and Values, and analysing what other schools and colleges are called, and why. We investigated local history and geography, and interviewed stakeholders, to determine what would - and wouldn't - work, as a name. We developed a longlist and through a process of research, creative contextualisation and consultation (Head teachers, Governors, Students) reduced this to a shortlist, from which the preferred solution emerged as Suffolk One, known colloquially as One.
Creative development of visuals and voice for One reinforced the power of this name and its inherent adaptability and strategic strength. For its formal communications, the college has adopted the phrase:
The future of education - you've got it in One.
The Difference
The Leadership team and other stakeholders - including, critically, One's future students - united immediately behind the new brand which even received a 'thumbs up' from the local press! It's an unusual, evocative name for a college, but has very quickly established the college as an aspirational, exciting and different kind of learning centre.
Suffolk One Principal Alan Whittaker says:
"I’ve been impressed by the expertise, thoughtfulness and enthusiasm they have shown throughout the project and the result is a top quality piece of work that has taken us far further than we were expecting.
"QS has more than met the objectives laid down in our brief and everyone in the leadership team, Heads and Governors are delighted and excited with our new brand. It’s a great reflection of our ambition and values; and I would have no hesitation in recommending Peter and Gerry to others."
