University of East London: A Visual Identity That Evolves With Its Brand
The Challenge
How do you visually capture the heartbeat of a university—one that’s constantly growing, innovating, and redefining itself?
That was the challenge when we first partnered with The University of East London (UEL) back in 2019. They needed more than just good photography. They needed a powerful, ever-growing visual identity that could:
Attract top talent… students, faculty, and partners.
Showcase their game-changing initiatives… from groundbreaking research to social impact projects.
Bring their culture to life—because UEL isn’t just a place of learning, it’s a movement.
But here’s what truly sets UEL apart: their biggest USP isn’t just their courses, research, or facilities, it’s their people. Their energy, diversity, and ambition are what make them different, and they understood the power of putting this front and centre in their visuals.
The Strategy
This wasn’t a one-off project. Over the past five years, we’ve worked with UEL on over 100 shoots, embedding ourselves into their world, capturing the essence of what makes this university special.
And the scope? Huge.
We’ve documented it all:
Elite athletes and grassroots sports.
The King’s visit and major political visits.
UN think tanks shaping global policy.
Festivals, awards, and cutting-edge tech.
House of Commons events.
Social impact initiatives that change lives.
Every shoot had a clear purpose: to build a dynamic, adaptable, high-impact image bank that keeps UEL’s marketing fresh, relevant, and ready to roll.
But this could have easily turned into a disconnected mix of visuals. Different teams commissioning their own shoots? That’s usually a branding disaster.
So how did we make it work?
One photographer. One creative approach. One unified vision.
We planned every shoot meticulously to:
Capture the real energy of UEL… authentic, unscripted, and full of life.
Create an evergreen image bank… so their marketing team is never scrambling for visuals.
Put their people at the forefront… showing the culture and community in action, set against the backdrop of their world-class facilities, research, and initiatives.
This combination is what gives UEL a competitive edge… differentiating them in a highly competitive sector. Potential students don’t just see a university; they see what it feels like to be there.
The Impact
100+ shoots since 2019… a long-term collaboration built on trust, results, and shared vision.
A fully integrated, evolving brand image bank… ensuring consistency across all marketing and communications.
A strategic approach that sets them apart, leveraging photography as a powerful attraction tool.
UEL’s visuals are impossible to miss, seen across East London and beyond, from social media to city-wide campaigns.
Now, when UEL needs content, whether for a major recruitment push, a press feature, or an international event, they’re not starting from scratch.
They have a highly strategic, ever-growing visual system ready to go.
Want to build a brand that doesn’t just keep up, but leads?
Work in use.
Kind Words
“Sophie has been an incredible photographer for our organisation. Her authenticity shines through every shot, and she truly 'gets' who we are, what we do, and who we do it for. Her artistic eye captures the essence of our brand perfectly, bringing our identity to life in a way that feels authentic, natural and engaging.
The technical quality of her work is outstanding – her images reflect her expertise and attention to detail. Beyond her awesome technical skills, Sophie consistently goes above and beyond with every project, ensuring that we get the perfect images each time. Over the years, she’s become the only photographer I’ve gone back to time and time again. I couldn’t recommend her more highly!”
Owen Buck, Head of Design, University of East London
“I have had the privilege of working with Sophie and I can confidently say that she is an exceptionally talented and dedicated professional. Sophie has an incredible eye for detail and the ability to capture moments that tell a story, evoke emotion, and leave a lasting impression.
Whether it’s event, or commercial photography, Sophie consistently delivers results that exceed expectations. Her technical skills with cameras, lighting, and editing software are second to none, but what truly sets her apart is her creativity and ability to adapt to any situation.
Working with Sophie is a seamless experience—she is punctual, professional, and a pleasure to collaborate with. Her passion for photography is evident in every project she takes on, and her dedication to her craft inspires everyone around her. I highly recommend Sophie.”
Salimata Bojang, UEL Student Life
“Sophie has been integral to our ability to succeed in our vision and mission.
Her bold visuals have significantly enhanced our promotional materials, helping us build a stronger connection with our student body.
She makes everyone feel at ease, which results in natural and genuine expressions that bring our events to life.”