SMU – THE SPIRIT AND THE LETTER OF THE BRAND
What happens after you identify the brand positioning of your institution?
How do you galvanise people to internalise and consider the importance of the new brand intent? How do you help them to “live the brand”? Because only by doing so, are you doing more than paying lip service to your brand, but treating it as an organising principle for how the institution behaves.
- SCOPE
- STRATEGY
- DESIGN
- ACTIVATION
- INDUSTRY
- CORPORATE
- EDUCATION
CHALLENGE
Too often, a brand book is a brochure that dictates direction. It becomes a one way conversation — we wanted to turn this on its head, and designed the SMU Brand book to spur personal reflection and self-discovery.
SOLUTION
More than a brochure, this beautifully printed book is something that people want to read, reflect on and carry around with them. In doing so, the Pursuit of Meaningful Impact becomes a strong brand story which starts from within — it becomes part of the institution's culture, it’s written into its DNA and the hearts and minds of its people.
IMPACT
Launched at a staff townhall in January 2018, In Pursuit of Meaningful Impact became a personal and highly individualised journey through which each staff or faculty could unpack the SMU brand in ways that were significant to themselves.