Six unique colleges within one cohesive university brand: UAL digital product design

Background: The University of the Arts London (UAL), Europe’s largest arts and design university, partnered with Pentagram to redesign its brand and website. The project aimed to unify the competing identities of UAL’s six colleges within one brand and online presence while giving each a platform to showcase their own unique characters.

Role: Brand & Digital Product Designer

  • Conducted user research in stakeholder workshops to understand the individual digital experience needs and challenges of the six colleges.
  • Collaborated with developers to understand technical constraints and with visual designers to develop a compelling identity, information architecture, design systems, wireframes, and user journey flows.
  • Formulated a strategy to uphold each college’s unique character, achieve their key priorities and attract target audiences online.
  • Conducted usability testing to refine the designs based on feedback.

Impact: The meticulous research, rapid prototyping, and user testing led to an engaging and user-friendly digital experience for stakeholders. The brand and website reflect the unique character of each college, while also conveying the shared values and identity of the university as a whole. The university’s satisfaction rate has since increased by over 6%, and its ranking has improved, moving up 5 places to enter the country’s top 10.

University of the Arts London Website