CENTRE FOR SUSTAINABLE BUSINESS AT KING'S COLLEGE LONDON

Who are CSB?

CSB is more than a research centre – it’s a catalyst for change.
It was an absolute honour for me to work with the prestigious King’s College London – and even more so with the Centre for Sustainable Business – an inclusive, progressive hub addressing one of the most pressing questions of modern business: “How can businesses effectively transition to socially and environmentally sustainable practices?”

What did they need from me?

CSB needed a unique identity to enable them to create their own communications and to gain recognition for their world-changing research, whilst remaining visually part of the prestigious King’s Business School brand.

The new visual identity needed to express their vision and values and resonate with their specific audience – positioned where the worlds of academia, business and sustainability meet. The identity needed to be flexible across multiple platforms and easy to use by non-designers, as well as uphold the prestigious reputation of Kings’ Business School.

So here’s what I came up with...

Listening carefully to the team’s requirements, I translated their ideas into visual form. Underpinned by the business school’s existing colour palette and sophisticated style, I created this modular identity system.

Here’s what each element represents:

• Hexagonal grid – exisiting business systems / the current paradigm
• Interconnected structure – the collaboration needed to evolve and regenerate these systems
• Organic elements – the natural world with which we work in harmony
• Lines breaking out of the shapes – innovation, creativity, progression and regeneration
• Tinted photography – CSB’s four key research themes

A versatile identity in use

Many of the designs created for CSB were in template form for them to create their own content.

The assets I created for CSB:

• Full guidelines for usage document
• Social media template suite in Canva
• Toolkit of graphic elements
• Refined logos and usage guidelines
• Website images
• Research theme photography set
• PowerPoint covers and dividers
• Promotional bookmark designs
• Annual report
• Research infographic

Thinking sustainably

When CSB asked for a flyer for in-person events, I suggested we come up with a reusable item, created these eye-catching bookmarks and supported them to find a sustainable printing solution. Along with the annual report on the following page, they are printed with recycled toner on FSC accredited paper which supports responsible forestry. They are manufactured on a solar-powered, carbon neutral production site. To give a more special feel, I advised embossing, as other finishes such as lamination are not easily recycled.

Accessible design

From the choice of colours for good contrast and the sizing of text, to the structure and tagging within pdfs, I supported CSB with accessibility considerations. We also included detailed descriptive text alongside infographics so that as many people as possible can engage with their research.

What they said about my work

“Cherry truly understands the values and mission of the Centre and translated them beautifully into a compelling visual format. Her commitment to sustainability and collaborative work truly sets her apart. Working with Cherry was a joy – not only because of her remarkable visual skills but also due to her genuine passion and insight.“
Shalen Fu (Centre Manager)