LCCA

Rooted in the students’ world and coming from the insight that higher education brands often don’t feel like they connect with real world ambitions, LCCA’s Brand Idea, Self.Made., speaks to a new generation’s ambitions and creativity.

Where we started

It has never been more possible to make something of yourself. If you’ve got a good idea, the tools, platforms and opportunities are there for the taking. The rise of the Creator Economy has removed the old guardrails, thrown the rule book out of the window and given rise to a new breed of student for whom success is no longer found at grand institutions and through traditional pathways. 

LCCA exists for the go-getters – highly creative, motivated and ambitious, who want more control, more freedom and the chance to turn their ambitions into reality. These students are more experienced and busy, often balancing families, jobs and new business ventures. LCCA gives them flexible ways to access the creator economy opportunities, helping them to build the skills, mindset and confidence needed to launch a business, work for themselves or create a meaningful career – all while studying at the same time.

The desire was clear: to show up in a way that genuinely connects with this audience, to grow applications, to expand nationally and internationally, and build a brand that feels of their world, not of the higher education establishment.

The journey

We started by immersing ourselves in their world and what we saw was a community full of creative talent and determination and a category that simply wasn’t speaking their language.

Higher education felt distant, dull and conventional. Focused on courses, not on outcomes. Credentials rather than real-world impact. It didn’t feel exciting, creative or relevant.

From all of this, the Brand Idea, Self.Made. Was born. Compelling to the audience, true to LCCA, and distinctive within the category. The attitude of it is central – reflecting the hustle, resilience and ambition of the students themselves.

To bring the brand to life, we created an identity that disrupts the education category both visually and verbally. The result feels raw, gritty and real. Stripped-back, monochromatic layouts are punctuated with confident flashes of neon, framing bold typography delivering messaging in an unexpected tone. Unfiltered yet stylised photography captures real people, heroing students and staff, while bespoke, conceptual illustrations reinforce the brand’s attitude to creating a better future for students.

Where we are now

From day one everyone involved was certain that this should feel like a radical reframing, speaking to a new generation of creative minds in a way they understand and relate to.

The result is a brand that genuinely stands apart in London’s higher education landscape: resonant with its audience, distinctive in category, and born from the attitude and ambition of the students and their lived experiences. With Self.Made. LCCA is positioned to meet its ambitious targets and achieve outstanding growth and success in the higher education sector.