I, Pluralised: our Imperial story, live at MAD//Fest.
This July, our creative director Bobby Burrage stepped onto the Creativity Stage at MAD//Fest 2026 in London – alongside Abby Bolt, Head of Brand at Imperial College London.
Together they told the story of our recent branding work for Imperial, from both sides of the brief. It was an honour to be invited to speak at one of the industry’s biggest events – and even better to share the stage with our client.
The talk, ‘I, Pluralised’, covers one of the most complex briefs we’ve taken on: creating bespoke identities for 24 departments across three faculties, while keeping everything unmistakably Imperial. Abby shares what she needed from her side – not compliance, but pride. Bobby explains how the Creative I answered it, and why meeting every single department was the real design process.
You can watch the full 20-minute talk above or, to see the work in full, explore the Imperial brand case study.
Our challenge was never just creating a distinctive identity across our departments and faculties, it was creating one that people could see themselves in. The combination of The Click's creative approach and Frontify's ability to make guidance accessible and usable has helped people across Imperial embrace the brand and make it their own every day.
Abby Bolt, Head of Brand, Imperial College London
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