Harley Academy is the UK’s leading postgraduate aesthetics training provider, and pioneer of the Level 7 Diploma in Injectables.
With the government making seismic changes to aesthetics regulation and licensing, it was important for Harley Academy to develop and maintain its established and authoritative industry stature.
The key objectives of the project were to refresh and realign the brand with the profile and vision of the business. Also, to develop a market-leading website that would ensure the Academy can continue to innovate, grow and provide a seamless experience for its students.
The first task was to look at the brand.
It was essential to conserve the foundations of reputation and familiarity with the branding, to avoid any loss of prestige. Therefore, the new brand preserved the original graphic symbol from the previous logo.
With a clear understanding of the clients vision of reaffirming the business as the educational leader in the market, our creative direction focused on transforming the brand into an identifiable institution of higher education.
To achieve this we developed a crest with the client. The crest was created to include the original brand symbol, surrounded by the principle values of the business, all encompassed within the shape of a shield. We decided upon a shield to represent the stability, protection and secure manner in which the Academy upholds the standards of medical-led aesthetics.
With the crest design complete, we set about modernising the brand style using bold and distinguished colours with contemporary typography.
With the new logo completed, we proceeded to develop the full identity of the brand.
Retracing our thoughts to the clients initial requirement of keeping the original symbol within the brand, we extracted the structural elements of diagonal shapes from it to form the core graphic language of the new identity.
We expanded the identity with a comprehensive set of brand guidelines to serve as a valuable resource for the internal teams and external partners, ensuring the branding is used consistently when creating content or materials in the future.
A crucial phase of the project was to redesign and redevelop the website.
The website is the central function and core driver that would enable the transformation and continued growth of the business. Therefore, it was integral that we provided a solution that could handle complex interfaces and multiple third-party integrations, whilst performing optimally for the end user.
We decided the best solution would be to be build the website with a Headless CMS. This industry-leading tech solution has ensured that the clients business has a website that is flexible and agile, with enhanced performance and an expansive scalability.
Our Digital team has integrated multiple third party platforms into the website with bespoke built APIs into systems, including; Enterprise level Hubspot, Sanity, NextJS, Totara LMS, Typeform and Stripe.
With the successful completion of the project, our team has since formed a trusted partnership and now provides ongoing support, strategy, management and implementation of the Academy’s marketing activities.
Working closely with internal departments and teams, our agency is performing Enterprise Level marketing including; SEO, PPC, cross-channel digital marketing and internal communication activity to the students of the Academy.