The benefits of a quiet brand

Client UPP Services Brand, Strategy

UPP commissioned Thirdperson for a strategic brand review to reconsider its positioning and ensure it was fit-for-purpose and fully future-proofed.

University Partnerships Programme (UPP) is the UK’s leading provider of on-campus residential and academic infrastructure, with more than 36,000 rooms in operation or under construction through long-term, bespoke partnerships with 15 universities.

UPP engaged us as consultants to carry out a strategic brand review, comprising a critical assessment of the strengths and weaknesses of its existing low-profile positioning, and to explore alternative approaches for the future.

The review was aimed at future-proofing the UPP brand in light of a changing market landscape, while continuing to meet the needs of all of its stakeholders.

Refocusing the UPP story
Working closely with the UPP team we conducted a series of research interviews with employees, from every level of UPP, to gauge their opinions on the brand.

The aim was to determine whether the existing brand supported UPP’s activities around funding and investment, and its relationships with universities, students and parents. We also explored the benefits of a more student-facing brand and whether the current corporate brand values were fit for purpose.

The results of our research were used to provide a series of recommendations for the UPP board to consider. In addition, using collaborative workshops, we developed new brand messaging to tell a clearer UPP story and define the organisation’s values.


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