Duke-NUS Medical School
Unlocking Value through Brand Architecture
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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.