THE CHALLENGE:

PLuS Alliance - a partnership between King’s College London, UNSW & Arizona State University - wanted to create a new engineering Higher Education enterprise for a new type of engineering student.  They needed help creating a differentiated, engaging brand proposition, name, identity & brand architecture.

WHAT WE DID:

Through comprehensive qualitative & quantitative research with students, parents & teachers around the world, we unearthed the key hooks, rational and emotional barriers and triggers in choosing a university and a degree course.  This, in turn, informed the development of the most relevant & compelling brand proposition, name & visual identity.

THE RESULT:

TEDI-London launched in March 2020 and is expected to roll-out around the world with the goal of recruiting and creating a new type of engineer for the future. The end result is a contemporary brand with reassuring heritage.

 

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