Brand gives you a voice. Design makes it visible. Storytelling makes it matter.
Together, they move your message from recognition to resonance.Brand sets the tone, design sets the stage, and storytelling delivers the performance.
It’s not about looking good—it’s about being remembered for the right reasons
Project Overview
Phase One: Corporate Storytelling
Corporate storytelling is a powerful tool for uncovering the emotional core of a brand—its purpose, character, and values.
By framing the company's journey through real challenges and lived experiences, storytelling cuts through jargon and speaks directly to what matters most: people.
Internally, it creates alignment and clarity, helping employees understand not just what they do, but why it matters.
Externally, it ensures a consistent, resonant message across marketing, sales, and public relations, strengthening trust and recognition.
When embedded into workflows, it also streamlines asset creation, giving teams a shared narrative foundation to build content that’s cohesive, efficient, and impactful.
Phase Two: Market Research
What’s Involved
Before design begins for any project, we lead with research—starting with structured Company Questions via Notion to surface goals, tone, and hidden narratives.
This feeds into deep overall story-telling, brand, as well as synergies in Competitor Analysis and Affinity Mapping, shaping early ideas through insight, not assumption.
We identify SEO keywords, define audience Personas, and use Google Analytics and Microsoft Clarity to study user flow, bounce rates, and heat maps.
Each phase—from strategy to testing—has a clear hand-off, keeping the client in control while the story gains precision. Post-launch, we validate decisions through Usability Testing, ensuring the site not only looks right, but works right.
Granta Hospitality
Looking at the visual structure and branding of the website you’ve shared, we can retro-engineer the likely process behind the creation of the brand—specifically in terms of colour psychology, typography, logo, and narrative strategy. Here's a breakdown of how these elements might have been arrived at during research and sector analysis:
1. Colour Palette: Authority, Warmth, and Legacy
Observations:
The site uses deep mahogany, burnt orange, and warm cream tones, paired with rich photographic imagery set in traditionally elegant environments (wood panelling, chandeliers, classical architecture).
Strategic Rationale:
Psychological Effect: Dark browns and warm oranges evoke trust, tradition, and understated luxury. These tones often signal heritage, permanence, and professionalism.
Sector Research: In sectors like law, finance, or elite recruitment (which this site appears to target), competitors often use cool blues and greys. Choosing warm, heritage tones suggests a more personal, human-centric approach.
Differentiation: Rather than adopting the sterile professionalism common in corporate training or early careers platforms, this palette leans into hospitality and prestige, suggesting an experience—not just a program.
2. Typography: Heritage Meets Contemporary Clarity
Observations:
A blend of serif and sans-serif fonts is used—likely a classic serif for headlines and a clean sans-serif for body text.
Strategic Rationale:
Typographic Psychology: Serifs evoke tradition, formality, and intellectual authority—especially suitable for institutions or programs that want to be seen as elite or timeless. Sans-serifs are used for readability and modernity.
Storytelling Through Form: This pairing suggests a bridge between heritage and future—an institution that respects tradition but prepares candidates for the modern world.
Sector Fit: Competitors may lean fully into either modern tech-clean styles or overly academic fonts. This combination appeals to both emotional and rational decision-making.
3. Logo and Iconography: Discretion and Symbolism
Strategic Rationale:
Discretion Over Flash: Instead of an overly literal or modern abstract logo, the choice is restrained and elegant—communicating confidence without brashness.
Sector Positioning: This aligns with elite hospitality, consultancy, or legacy educational brands—where refinement beats noise.
4. Story and Brand Narrative: From Visitor to Guest
Observations:
Photography is cinematic and warm. The user journey is subtly hierarchical: from introduction to programme, to people, to values, and finally to outcomes.
Strategic Rationale:
Narrative Arc: The brand positions itself not just as a service, but as a transformation. It invites the user into a story where they are guided, educated, and elevated.
Language Choices: Phrases like “Real People. Real Careers.” suggest a grounded, aspirational tone—avoiding cliché or corporate jargon.
Competitor Distinction: Many brands in adjacent sectors present with formality or distant authority. This brand humanises the process, showing diversity, warmth, and possibility.
Summary: How The Brand Stands Out
Emotional over Technical: Where others lead with skills or credentials, this brand leads with people, place, and story.
Heritage with Modern Touch: Classic aesthetics are modernised with layout and language, appealing to both traditionalists and emerging professionals.
Narrative Structure: The site takes the user on a journey—not a sales pitch—positioning the program as an immersive, transformational experience.
Phase Three: Wireframes and Layout
Phase Four: Final Design and Development
As with the previous example, a “Features & Benefits” website is often produced to orientate the commercial aspect of the site, and to ensure that nothing is left out.
However, a second iteration focuses in on the storytelling aspect of the site, in order to fully engage and immerse the visitor - ensuring they are the next customer, rather than a mere browser looking at the bottom line.
Before:
First Iteration
After:
Second Iteration
With the second iteration, we bring every student journey to life through powerful storytelling. From the first step on Cambridge’s historic cobblestones to global career breakthroughs, our stories reflect real ambition, real growth, and real success.
We spotlight the personal paths of our students and alumni to inspire, connect, and show what’s truly possible.
These aren’t just testimonials—they’re blueprints for your future.
