Bristol-based brand consultancy Firehaus has been appointed by Loughborough University to rebrand its School of Business and Economics as it prepares for a new stage of growth.
The university currently ranks in the top 10 in all UK higher education league tables, including holding the No.1 position for employer-student connections. 
It is also one of only a handful of universities globally to hold prestigious triple-accreditation for its business school.
While the school has a strong reputation for merging business theory with practical experience, its leadership team want to stay ahead of the curve in what is a dynamic and highly competitive sector.
Firehaus is working with the team to create a more distinct brand position, underpinned by an inspiring vision and mission, as the first step in creating the momentum needed to enable the school to bolster its undergraduate core, scale its international postgraduate profile and innovate its relationships with industry.
It will also align with the three themes identified in the university’s 2030 strategy – climate change & net zero, vibrant & inclusive communities and health & wellbeing. 
Firehaus’ appointment adds to its increasing body of work around innovation and enterprise in the higher education sector, including with UKRI (UK Research and Innovation) and the University of Bristol to support its commercial quantum offering.
The agency will use its Brand Ignition framework with Loughborough University, which will set the foundations in place to bring the School of Business and Economics to the attention of a wider international audience, mapping a future for the brand that challenges, informs and inspires a new generation of business people for the world stage.
It will also work closely with the university’s in-house design team to capture and bring to life the new brand position.
School of Business and Economics dean Prof Janet Godsell said: “We knew the importance that brand would play in the future growth of the school.
“We concluded we needed an outsider perspective to make the transition required as we’d only get one bite of the cherry to get it right for launch.
“Firehaus are specialists and there is a cultural fit in their collaborative approach that builds trust with wider stakeholders.”
Firehaus strategy partner Nick Barthram added: “It’s been a real pleasure to work with the forward-thinking team at Loughborough.
“They intuitively understand the role a distinct and inspiring brand has in motivating staff and students as well as creating stand out in a competitive market.”
Firehaus, which was launched three years ago with a mission to bring ‘light + heat’ to ignite brands, is also working with Vivo Life, the fast-growing 100% plant-based health and fitness supplements firm, and with global cycling brand Vittoria.
