THE SMU INSTITUTIONAL BRAND CAMPAIGN TO IMAGINE BETTER

Singapore Management University

As it approaches its twentieth year in 2020, the Singapore Management University (SMU) is coming of age and moving into its next phase of development in which it seeks to grow awareness and reputation beyond the shores of Singapore.

  • ISSUE
  • DESIGN & ACTIVATION
  • SCOPE
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • EDUCATION

CHALLENGE

Whilst SMU has attained recognition as a premier undergraduate university, it wanted to enhance its global outreach through an institutional brand campaign that encompassed its wider offerings including research, post-graduate and executive development programmes.

SOLUTION

The new institutional brand campaign speaks to the broader university goal of creating meaningful impact through what it does.

A bold visual graphic which reflects how through the reframing of perspectives around societal challenges, the institution can make a difference to the larger world. With headlines predicated on how imagining a differentiated approach might lead to a better outcome, SMU has placed a stake in the ground for its ambitions and aspirations.

 

IMPACT

The institutional campaign has been featured alongside editorial features and panel discussions on BBC capital; CNA Perspectives and numerous regional and global publications.

SMU is well on its way to realising its vision of becoming a great and iconic global-city university in Asia – one that excels in tackling the world’s complexities, impacting humanity positively; producing leaders of tomorrow, through its transformative education and multi-disciplinary research, and providing insights into solving real-world problems.

Check out the SMU feature articles as part of the institutional campaign on BBC.com. Articles on The Campus as Laboratory, Lessons for Life Beyond the Classroom and the University as a Change Agent can be viewed here