Duke-NUS Medical School

Unlocking Value through Brand Architecture

SHARE THIS PAGE

Share on facebook
Share on twitter
Share on linkedin
Share on email

As organisations grow and flourish, their brand architecture starts to take on a life of its own: new programmes, centres and initiatives start to feel the need to carve out distinctive identities of their own.

CHALLENGE: Strengthening Reputation

Duke-NUS Medical School was faced with the dilemma of multiple sub-brands, each with a distinctive identity of their own, fragmenting and diluting the reputation of the institution.

As Singapore’s only graduate medical school with a relatively small cohort, there was also a danger of the school being perceived to have a low impact in nurturing future-ready clinicians and on the healthcare system if the distinction of a Duke-NUS offering was not made clear.

SOLUTION: Resolving Complexity

Gaining alignment in issues pertaining to brand architecture is always a sensitive issue within organisations. Through a series of stakeholder interviews and iterative discussions, Activiste demonstrated how with a coherent and vibrant visual communications system supporting the brand architecture, could help internal and external parties better navigate its offerings and appreciate the collective value that Duke-NUS brings to healthcare research, education and clinical practice in Singapore.

IMPACT: Greater Things Happen Here

As a medical school focused on building physician scientists of the future who can tackle and solve many of the pressing problems in healthcare, Duke-NUS is finally getting the recognition is so richly deserves.

Before

After

SHARE THIS PAGE

Share on facebook
Share on twitter
Share on linkedin
Share on email

You Might Also Like

Purposeful Branding in Integration
Caring for the Community