SMU College of Integrative Studies
Redefine the Possibilities Ahead
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As a completely new college within the SMU portfolio offering Individualised Major and a Deferred Declaration of Degree as well as a range of postgraduate programmes in interdisciplinary studies, it was critical that potential students and future employers understood its unique value proposition.
CHALLENGE: A New SMU College for a New Era
Singapore Management University commissioned Activiste to evaluate and make recommendations on the naming and positioning of a new college which would play a pivotal role in helping students traverse the disciplinary areas associated with the other SMU Schools – Accountancy, Business, Economics, Computing, Law and Social Sciences.
SOLUTION: Integrating Research with Strategic Branding
Activiste researched similar colleges and offerings and conducted two focus groups discussions with first- and second-year students from across all SMU Schools, as well as with alumni comprising entrepreneurs and corporate managers.
Through this, we evaluated various naming and positioning narratives and identified the Brand Opportunity for this new college.
Additionally the naming of the various degree pathways and a concise articulation of the value proposition for what would be the first university offering a “Design Your Own Major” programme was developed.
Activiste went on to design the launch materials and co-create a launch plan with SMU.
IMPACT: Redefine the Possibilities Ahead
The SMU College of Integrative Studies is different in that it emphasises the importance of integrating ideas and perspectives across disciplines to derive new solutions in areas related to its strategic priorities.
Launched in August 2022, it aims to nurture graduates who will confidently navigate the inter-related issues of a complex world, find solutions beyond a single discipline or traditional paradigm, and contribute to industry and society in meaningful ways.
On 20 May 2022, SMU announced the launch of its College of Integrative Studies (CIS), a new approach to education that cultivates deep, integrative interdisciplinarity in graduates.
WE MUST DO MORE THAN JUST PLAY THE GAME OF ANTICIPATION AND CATCH-UP; WE MUST EMBRACE THE GAME OF DISRUPTION ITSELF.
PROFESSOR ELVIN LIM
Dean, College of Integrative Studies, SMU
To help bring the new brand come to life, we developed an integrated content strategy to help articulate the value proposition of the new college across social media, website, and admissions communications.
The website had to express the dynamism and energy of the college and the unique programmes, which offer individualised learning and independent research, with an integrative lens that brings together multiple disciplines.