UCC's €114,000 spend on 'brand refresh' project raises concerns

Labour TD Alan Kelly said he queried the spend, stating he found it 'very strange' the university would spend money on branding while in a dire financial situation

Under Project Alpha, all discretionary expenditure at UCC was scrutinised and only essential expenditure was approved. File Picture: Tomas Tyner/UCC

University College Cork (UCC) has so far spent almost €114,000 on a “brand refresh” project aimed at improving the university’s international reputation and impact.

Last year, UCC was forced to introduce a cost-cutting plan and review all of its capital spending projects after recording a deficit of €11.2m during the prior financial year.

By December, staff members were told by the university it was expected to return to a surplus after a remarkable financial turnaround.

Under Project Alpha, all discretionary expenditure at UCC was scrutinised and only essential expenditure was approved.

Spending on new mobile phones, IT, stationery, and furniture was also paused, and a revised policy on travel and expenses was developed.

In a parliamentary question submitted recently by Labour TD Alan Kelly, higher education minister James Lawless confirmed that a “UCC Group brand refresh project” has been underway since 2021.

“In line with the adoption of its strategic plan, Securing our Future 2023-2028, the university made the strategic decision to evaluate its impact and reputation in order to take steps to optimise the role that the university plays in the areas of recruitment and research.”

Irish language

He added this “brand refresh” is a practice regularly used by universities, and it was the first time since 2012 UCC has undertaken such a review.

“The review was also prompted by the requirements of the Official Languages Act including, for instance, giving prominence to the Irish language in university signage and identity,” he added.

Following a public tender, brand agency Neworld was appointed to work with the university, he added.

This external review, undertaken by Neworld between 2021 and 2024, was at a cost of €113,686.

"It is expected that the brand refresh will strengthen the university’s reputation, improving its national and international profile in a way that has both financial and academic benefits,” Mr Lawless said.

“The institution is confident that the investment will generate a significant return over the coming years with tangible financial impacts.”

Mr Kelly said he queried the spend on the brand refresh, stating he found it "very strange" the university would spend money on branding while in a dire financial situation. The university had been in to the Public Accounts Committee a number of times, he added.

"It was a deep concern to everyone dependent on the university, not only students but also workers there. It does huge and valuable work,” Mr Kelly said. 

“However, I am concerned if this is good value money at this point in time. It's a considerable cost to date, which will multiply as the university makes any changes.” 

Mr Kelly added that he will be asking for the final costs associated with the rebrand, including how much the university spends on replacing and updating branding.

A spokesman for UCC said the commencement of the branding project predated the implementation of the review of the university’s finances.

“Neworld’s appointment came as a result of a public tendering process, and the brand refresh was necessary to ensure that UCC’s positioning and global marketing adequately reflected a university that had grown significantly since its branding was last reviewed in 2012," he said.

The brand refresh will deliver efficiencies for UCC, he added. "Prior to this undertaking, UCC maintained multiple sub-brands, each requiring separate outlays such as design work, marketing materials, and digital assets. These have been consolidated into a single brand identity which will reduce marketing expenditure and deliver savings for the university."