We renamed University of the Highlands and Islands as UHI. Abbreviating removes some of the name’s inherent barriers and unifies the partners under a simpler identity, ready to be filled with meaning. We built a coherent naming strategy for the partners which redefines UHI as a partnership of equals.
The brand system is built to be flexible. Some partners use English, some are bilingual - one partner is 100% Gaelic. Some consider themselves full partners, others are independent but supported by UHI.
Flexible marketing built around a single proposition ensures that UHI can talk to any audience inclusively in their own language (sometimes literally, eg. Gaelic) and their own context.