Love iQ

The client

Quintain Estates and Development

The brief

We were briefed to develop brand guidelines to support Quintain Estates and Development's student accommodation projects throughout the UK.

The approach

The design had to relate to the target youth audience without being patronising and link with the existing Quintain brand guidelines. The resulting iQ logo, which emphasizes the educational nature of subject, used the 'i' and 'Q' from the original Quintain logo. The company's existing 'unconventional' typography lent itself to the creation of an 'edgy' design look that attracted the attention of the student community. Also, working with existing Quintain brand imagery a 'grundge' graphic along with the strap line 'Intelligent Quarters' was developed to help illustrate the communication deliverables.

The outcome

The guidelines are being used to design hoardings and signage that aligns with the brand's contemporary and bold youth/student targeted message. We have also designed and implemented a microsite that can be accessed using an email address, which is returned in response to a mobile phone text message. The full website will be implemented as the next part of the marketing programme.

• www.loveiQ.co.uk