King’s College London

King’s Digital Lab


King’s Digital Lab are technology and data experts who came to us for a new identity and digital presence. The branding needed to set them apart whilst working within the King's master brand.


Working closely with the team at KDL, we ran a workshop to help everyone discover what needed to sit at the centre of their brand. It became clear that they were 'friendly experts' who could support the rest of the KCL Humanities department to make the most of digital channels in their work. 

Once we had defined their core proposition we focussed on the user journeys that would be at the heart of their website and the content map which would meet these. Finally, once the audience and brand positioning had been agreed, we started designing both the visual elements of the brand and the website that would be the first execution of it. 

The core idea of the brand positioning is that KDL offers new tools for researchers – lenses through which to view the world.

Graphic treatment

Grid/Pattern system



As a central brand team we were extremely pleased that William Joseph were able to give King’s Digital Lab the unique and flexible identity they needed, whilst also seamlessly integrating core master brand elements to ensure unambiguous positioning within King’s College London.

Christine Ayre, Head of Corporate Design, King’s College London