Originating at Central St Martins College of Art, Protégé is unlike any other organisation. It achieves significant results by working on a one-to-one basis with students from divergent backgrounds that don’t fit into the format of the modern education system. 



Protégé approached Reggie London to establish a visual identity for the brand that would appeal to students without alienating funders and not have any of the typical stylistic traits of charities in this sector.



Inspiration for the design came from Protégé’s approach to working with its students encouraging them to discover their own identity. Reggie London proposed that students could create their own logo for a personalised web page displaying their work. The students are taught about identity and branding in a masterclass designed by Reggie London which has become part of the induction for all students. The central identity of the butterfly and bold Helvetica type is the basis for the Protege branding as well as the student's own logo designs and underpins the website style.

In an ongoing relationship, Reggie London works with Protégé on different projects often directly with the students.  Recent work includes an advertising campaign where students were guided through the process of concept, art direction, photography and filmmaking. The work was based on the theme of ‘Authority’ a recurring issue among young people and helped them address their relationship with the police and see both sides of the debate.