A vocational and 6th form college in Devon and Cornwall with a number of campuses throughout the region. The merger of two colleges with very different Ofsted reports required a new name and idea to stimulate growth and create greater awareness inside and outside of the region. The new brand was also intended to be a precursor to a move to a new campus. The new name ‘Petroc’ feels fresh and abstract whilst retaining links to Devon and Cornwall (through Saint Petroc). The new expression derived from the brand idea ‘Opening Eyes’ breaks with the traditional approach to college branding and communicates directly what the college means.