BRANDING NTU EEE
Nanyang Technological University is one of the largest public universities in Singapore, and the School of Electrical and Electronic Engineering is the largest engineering school on campus. Tasked to develop NTU EEE's 5 year brand road-map, we envisioned a brand new concept and holistic experience for the school to better engage and motivate its various stakeholders.
Rebranding Electrical and Electronic Engineering to Inspire the Next Generation of Digital Innovators
THE CREATIVE CHALLENGE
A lack of appeal and clarity hindering student interest and enrolment
- The admission of students going into electrical engineering was lower and there was difficulty attracting new students as they would rather go into other courses like banking.
- Students of the course had difficulty explaining what Electrical and Electronic Engineering (EEE) was.
THE OUTCOME
Positioned EEE as a fun and innovative field that shapes future leaders in technology
- The new brand positioning paints EEE as a fun inventor and a leader in digital innovation, appealing to prospective students and drawing them to the course.
- Students were taught a consistent and simpler message, which made it easier for them to communicate what the course was about.
THE DIFFERENCE
BRAND AUDIT
A comprehensive brand audit was conducted through qualitative research, analysis and evaluation which include interviews and focus groups with internal and external stakeholders as well as an in-depth competitors analysis.
BRAND ANALYSIS & POSITIONING
BRAND BLUEPRINT
The insights were analysed and translated into the brand blueprint with a distinctive brand concept and actionable brand applications that include tagline, tone of voice, presentation style and touch points for students, public, alumni and industry.
"The rebranding exercise provided NTU EEE with a distinctive message and actionable brand roadmap to charter the school forward for the next 5 years."
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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