Identity development and application

After reviewing AMBS’s current brand, it became clear that simply using the brand essence as a strapline in communications wasn’t enough – it needed a visual representation. During concept development, the idea emerged to create a supergraphic that would serve as a distinctive visual expression of AMBS’s brand essence, creating a cohesive and impactful graphic that reflects the brand’s core values.

The supergraphic formed from a central point that visually represents ‘Original Thinking Applied’. At its centre is the fusion of pioneering innovation, representing the school’s visionaries and mavericks and symbolises the expansion of original thought through research and study, grounded in academic teaching.

As the graphic extends, it embodies the school’s commitment to turning theory into practice, highlighting its focus on practical application and action-driven learning – thinking and doing. This structure visually reinforces the interconnectedness of innovation, knowledge and action that defines Alliance Manchester Business School.

The combination of the supergraphic, distinctive uppercase headline typography, iconography and refined, strikingly simple colour palette, results in a sophisticated visual identity fit for the business education sector. The strong use of purple as lead colour helps maintain a clear link with The University of Manchester.

The next step was to consistently apply the brand across all communications, ensuring a unified and cohesive presence. From digital platforms to printed materials, the distinctive typography, supergraphic and refined colour palette were carefully integrated to create a seamless experience.

This consistent application reinforced the brand’s message, making every interaction with AMBS visually recognisable and aligned with its core values of innovation, academic excellence and practical impact. The result was a stronger, more memorable brand that resonated with both internal and external audiences.

With locations in Dubai, Hong Kong, Shanghai and Singapore, providing clear brand guidelines to AMBS’s international teams was crucial. These guidelines ensured consistent application of the new identity, helping to maintain a cohesive and professional look across all platforms and materials.

To ensure consistency across AMBS’s online presence, a comprehensive web style guide was created, featuring a series of flexible content blocks. These blocks were designed to align with the brand’s visual identity, incorporating typography, colour palette and imagery. Additionally, all block designs and functionality conformed to the highest web accessibility standards (AAA), ensuring the website was not only visually cohesive but also fully accessible to all users. This approach balanced brand consistency with flexibility for diverse content and an inclusive user experience.

The block-based design also provides flexibility for future growth, allowing new content blocks to be seamlessly added over time. This modular approach ensures that the website can evolve while maintaining consistency with AMBS’s brand identity and web accessibility standards, making it adaptable to changing needs without compromising the cohesive look and feel.

Following competitor analysis, it became clear that no one was effectively displaying course structures online in an optimal way. Using CSS Grid functionality, we created a fully flexible and bespoke course timeline block. This design allows for dynamic arrangement of content, adapting seamlessly to different screen sizes and devices. The customisable grid structure ensures that the timeline remains visually engaging and easy to navigate, enhancing the user experience across all platforms.

Within the main AMBS identity, Executive Education was given its own distinct sub-identity. This was essential because Executive Education represents a significant portion of AMBS’s student base. The sub-identity was designed to align with the overarching brand while highlighting the unique offerings and professional focus of the Executive Education programme, ensuring it stands out while remaining connected to the core AMBS identity.

The Executive Education sub-identity was applied across a variety of assets, including a dedicated section of the AMBS website and a comprehensive suite of course brochures.

As part of the overall visual identity project, we completely redesigned the AMBS magazine to give it a fresh, updated look and better align it with the AMBS brand. Given the magazine’s editorial content, each issue was designed with more creative flexibility, including a unique commissioned illustration to enhance its visual appeal.

In addition to the printed magazine, we created an online version to expand its reach and accessibility. The digital format allows content to be easily shared across platforms and accessed by a wider audience, ensuring that the thought leadership and insights from AMBS can engage readers globally. The design also meets AAA web accessibility standards, ensuring an inclusive experience for all users.