WHY BRAND ARCHITECTURE MATTERS FOR DUKE-NUS

Duke-NUS Medical School

The purpose of brand architecture, however, goes beyond putting your brand extensions in the right places. It’s about the consolidation of assets in a way that clearly maps out the reach of the institution.

  • ISSUE
  • VISIONING & STRATEGY
  • SCOPE
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • EDUCATION
  • HEALTH+WELLNESS

CHALLENGE

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.

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

 

previous brand arch 2

 

 

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

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.

 

brand architecture