London College of Communication students from the BA (Hons) Graphic Branding and Identity course were commissioned by fintech company GapCap to create a new brand identity for the business. 

Seven commissioned students, supervised by LCC Visiting Practitioner Paula Williams, worked on seven different concepts, each including a proposal for a new logo, brand guidelines and social media strategy. GapCap, which helps small and medium-sized enterprises solve cash flow issues, wanted a brand which appealed to young people, including small, innovative start-ups, as well as more traditional audiences. GapCap chose 3rd year student Joshua Smith’s design for the new brand and awarded him with an additional cash prize.

“It was truly one of my favourite briefs set on the course so far.” — Jade Herve 

GapCap’s Marketing Executive, Daniel Hamdani, told us: “We loved the process of working with the students. We were amazed by how high the standards were for each project. The decision to choose one student was really difficult. We enjoyed the passion and energy put into each project. We decided to go with Joshua Smith’s design in the end, but all ideas were innovative in their own way.”

Design on behalf of GapCap by Olivia Lee

Students felt that the project helped them add an important piece of work to their portfolios and helped them to gain invaluable experience working with a client on a real brief. Among the commissioned students were; Andy Cadman, Jade Hervé, Olivia Lee, Joanna Wojcicka, Liam Morgan, Wenya Li.

Design on behalf of GapCap by Olivia Lee

Katy Oswald, who was acting Course Leader at the time of the collaboration, said: “I was delighted to hear that Josh had been selected as the winner. All the students presented a high standard of work and the client was very impressed. However, Josh had the edge with his grasp of the ‘tone of voice’ of the brand, great visual brand and excellent copy writing won the day.”

Design on behalf of GapCap by Olivia Lee

“The opportunity was one of the most valuable experience so far for me within UAL.” — Joanna Wojcicka

Images of Joshua’s new branding will soon be uploaded to the GapCap site