Butex, the British Universities Transnational Exchange Association, is the UK’s leading network for study abroad and exchange. With a growing membership of universities, students, and international partners, Butex needed a refreshed brand and website to reflect its role as a dynamic connector in global higher education.
The previous identity and website no longer represented the organisation’s ambition or the energy of its community. The all-caps acronym felt corporate and stand-offish, while the brand overall lacked the warmth and inclusivity that defines Butex’s community. At the same time, the website was dated and difficult to navigate, creating a barrier for engagement. Butex needed a friendlier, more cohesive brand system and digital platform that would inspire students, reassure institutions, and strengthen its position as the voice of international exchange in the UK.
Brand strategy
Through collaborative workshops with the Butex board, we outlined the organisation’s brand purpose:
‘We journey together to educate a better tomorrow.’
This became the foundation for the rebrand, reflecting the idea of connection, movement, and shared progress in global education.
Visual identity
We developed a new logo, typography system, colour palette and visual language that felt bright, modern and trustworthy. The identity was designed to be flexible across student-facing and partner communications, while retaining a unified look and feel.
Website design
We redesigned the Butex website to be more accessible, informative and user-friendly, guiding students, universities, and members to the right content quickly. It was designed with responsiveness and scalability in mind.
Brand assets and collateral
We created a full suite of brand assets, including:
All materials were designed to empower the Butex team to communicate clearly and confidently, wherever the brand shows up.
The rebrand gave Butex a new sense of clarity and consistency, both internally and externally. The shift to a more approachable identity helped strengthen engagement with students and partners, while the digital and print assets made communication easier and more professional across all channels. The purpose-led positioning has also helped guide internal decisions and external messaging with renewed focus.
"TR Creative led the rebranding of our organisation, Butex, and the results were outstanding. Lynsey Edwards, co-founder and creative director of TR Creative, was key to guiding us through the entire process. She presented a comprehensive yet cost-effective quotation that stood out among competitor submissions. During our initial meeting, Lynsey took in Butex's history, traditions, and future aspirations, then designed a series of engaging workshops to help us clarify our goals, values, and purpose. This laid the groundwork for the brand story, mission, and vision she developed, which became the cornerstone of our rebranding journey. Lynsey's creativity and strategic thinking shaped a new brand that perfectly represents who we are, where we've come from, and where we're going. She meticulously directed the creative concepts, leading to a brand identity that feels both genuine and forward-thinking. Beyond the design work, Lynsey also helped us explore new product possibilities and identify growth opportunities for Butex, demonstrating her deep commitment to our success. I highly recommend TR Creative and Lynsey for their diligence, intelligence, and insight. If you're looking for a professional team to lead your branding or rebranding project, TR Creative is an excellent choice. Their expertise, combined with a personalised approach, ensures you'll receive a brand that truly resonates and drives growth."
Rohan McCarthy-Gill
Head of Global Mobility at University of Sussex; Chair of Butex British Student MobilityHead of Global Mobility at University of Sussex; Chair of Butex British Student Mobility