STRENGTHENING THE SMU BRAND ARCHITECTURE

Singapore Management University

The Singapore Management University (SMU) has established a foothold in the international arena, but needed to solidify and extend its reputation as a leading, global university generating research with global impact and producing broad-based leaders for the future economy. This required them to seek out new possibilities, building up to them in a realistic way, as the path to uncovering bold strategies for its future.

  • ISSUE
  • BRAND ARCHITECTURE & NAMING
  • SCOPE
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • EDUCATION

CHALLENGE

Having developed into  a world-class university offering a wide range of bachelor's master's and PhD degree programmes in the disciplinary areas associated with the its six schools, as well as in interdisciplinary combinations of these areas, and a growing number of executive development and professional programmes; it was time to take stock. 

The proliferation of sub-brands of centres and programmes had to be consolidated and structured to project a more holistic image of the university.

Whilst SMU has attained recognition as a premier undergraduate university, it recognised the need to review and strengthen its brand architecture so that its expanded offerings are better understood and areas of differentiation and distinction are coherently projected.

SOLUTION

Activiste developed a comprehensive brand architecture structure that streamlined all schools, institutes, centres and labs into a coherent whole; whilst highlighting areas of distinction and special emphasis. This included the development of secondary brands for its programmatic core such as Undergraduate, Masters, Research Degrees and Professional programmes; as well thematic clusters on what makes it stand out from other universities.

 

PTCluster2

Linked to this, brand stewardship workshops, brand guidelines with decision-tree frameworks were provided for staff and faculty to equip them for the roll-out. 

 

StewardshipWorkshop

IMPACT

Activiste continues to work closely with the Singapore Management University in supporting the next lap of its development as it grows internationally in scale and stature.