Case Study: King’s College, University of Cambridge builds a stronger brand identity with Contra Agency

Jesus College boosts brand clarity with Contra Agency using 70% friendlier stakeholder consensus

Jesus College, a historic constituent college of the University of Cambridge, faced a challenge aligning its world-famous heritage with its modern, progressive community. While its historic significance was appreciated, internal research conducted by Contra Agency revealed a disconnect in how different stakeholders perceived the sense of community, with students often feeling like part of a tourist attraction rather than a cohesive student body.

Contra Agency addressed this by conducting comprehensive stakeholder research to redefine the college's brand values and proposition. The solution centered on embracing the juxtaposition of 15th-century heritage and 21st-century thinking, creating a new brand proposition around "Excellence and Ambition." Contra Agency developed tailored messaging for multiple audiences and implemented new brand guidelines, shifting the website to an inspirational, brochure-style experience that directly addressed students' potential pain points and better reflected the college's supportive and vibrant community.

Jesus College