NTU LKCMedicine

Challenge

Positioning for a New Era

As the NTU Lee Kong Chian School of Medicine gears up for the conclusion of an 18-year collaboration agreement between NTU Singapore and Imperial College in 2028, it was imperative to review the branding to reflect these changes for the 2024 cohort of students.

The school needed to communicate key changes with regards admissions to prospective students; as well as clearly articulate the new strategic direction for staff, faculty, partners and in-flight students.

Solution

Nurturing Future-Ready, Doctors with Heart for Patients

With the transition to the new NTU MBBS degree, and changes to the curriculum to address evolving healthcare needs and priorities, Activiste embarked on a comprehensive research and positioning strategy review with key stakeholders. The insights generated shaped the brand strategy, brand architecture and identity system design for the medical school.

Additionally, armed with a transition communications strategy, development of new brand assets, and a series of brand stewardship workshops prior to a public launch, the client ensured coherence, alignment and consistency throughout the brand journey.

A new brand narrative was developed which focuses on breaking down traditional boundaries and encouraging a more holistic approach in empowering students and faculty to tackle complex healthcare challenges with multidisciplinary solutions.

Impact

Renewed Vigor and Excitement

Under what may have turned out to be a disruptive transition, a renewed enthusiasm for rising to the challenge and being a pillar for research, medical education and clinical care in Singapore, emerged from the refreshed brand.

With a refreshed medical education curriculum which includes more course content on AI, digital health and medical humanities, with a strong patient-centred focus, as well as more cross-border collaborations in education and research, the school stands at the cusp of a new and exciting chapter in its development.

The supporting BE/ campaign has been used effectively in the launch and subsequent outreach events and initiatives to focus attention and generate excitement for the key shifts.

A New Chapter Launched!

Excitement and anticipation coursed through the grounds of LKCMedicine’s Novena campus on the evening of August 1, 2024.

While guests mingled with familiar and new faces alike during the School’s Homecoming to a New Chapter celebration, spirits were high as the event was set to celebrate multiple milestones: the achievements of the graduating Class of 2024, the homecoming of our alumni, and the turning of a new chapter in LKCMedicine’s young history.

“Outstanding partnership with Kim and her team in our recent rebranding exercise. From the initial strategy sessions to the seamless implementation, we had both exceptional expertise and commitment. Their strategic insights were matched by flawless execution from the LKCMedicine team, ensuring that our brand transformation was not only visionary but also practical and impactful. This successful partnership has strengthened our brand and set a new standard for LKCMedicine in our future endeavors.”

Siti Rohanah Koid

Director, Communications & External Relations, NTU LKCMedicine

BE Thematic Campaign

In today’s evolving healthcare landscape, the emergence of new knowledge and technologies in clinical practice makes human insight and empathy evermore important in enabling healthier lives. The BE thematic was developed as a means of communicating the school’s BELIEF in the humanity of medicine, BECOMING more than it had been, and to go BEYOND tradition boundaries to chart a brave and compassionate future in medicine and healthcare.

Find out more ntu.edu.sg/medicine

“Empowering future-ready clinicians, researchers and medical leaders who can navigate emerging trends and healthcare needs with empathy and confidence” became the rallying cry for this new chapter in the school’s history – and Activiste is proud and privileged to have been a part of this brand journey with a great client team.

Kim Faulkner

CEO, Activiste

Communications Clinic

A series of three brand stewardship workshops designed and facilitated by Activiste, was held for different staff teams in the school.

This allowed staff and faculty to be invested in the rebranding by familiarising them with the rationale and strategic intent and design assets, as well as giving them meaningful responsibility, and an opportunity to make a difference thereafter.

Redefining Medicine to Transform Healthcare

Challenge

Solution