Grad Pad
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Client - Imperial College London
Ranked 9th in the 2010 Times Top 10 Universities in the world, Imperial has four faculties – medicine, natural science, engineering and business, each with an emphasis on research. Founded in 1907 as a constituent college of the University of London, ICL became independent in 2007. Its main campus is in London’s museum quarter which, with seven others, house 1,230 scholars and 13,000 students.
Brief – where post-grads feel at home
To create a name and brand to market quality London post-graduate apartments that have an international appeal, feel removed from ICL and compete with existing student accommodation providers such as Nido and Unite.
Creative solution – simply a pad for post-grads
me&dave carried out in-depth research involving 3 focus group sessions, and the result was Grad Pad. This is an approachable brand reflecting a place where style and functionality converge and where study and socialising are of intrinsic importance. The website gradpaduk.com was launched late 2010 and was very well received by future ICL post-graduates.
Comment - Rob Willmott, creative partner, me&dave
The idea that students would be happy to pay more for quality was thwarted by results from the focus groups – price was definitely more important than quality and location. With this in mind Grad Pad was born. Its playful tone projects an approachable and affordable brand to all ages, sexes and nationalities.