| VTC
2009 REBRAND 100 Winners > distinction
Industry/Sector: Educational Institutions & Libraries
Enterprise Rebrand
Country Base: Hong Kong
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - VTC (formerly Vocational Training Council), Hong Kong's largest educational group with 160,000 students, provides vocational education and training to meet the manpower needs of Hong Kong. As Hong Kong has moved from manufacturing to a services-based economy, VTC member institutions’ offers have correspondingly changed. However, VTC is still associated with low-level skills training and viewed as “second choice”.
Challenge - Our task was to develop a brand framework enabling VTC to build their reputation as a valuable educational opportunity for learners of all ages and abilities.
Strategy - The new positioning – Opportunities in Action – brings together two ideas that VTC owns in the Hong Kong educational space: “Opportunities” offered through the breadth of learning options; “Action” referring to the “think-and-do” learning approach. Support brand attributes are: Vibrant, Professional, Pro-active and Creative.
From the strategy came the creative idea “Transformation”, which has informed the visual identity. Based on a prism, the colorful strokes from the letter “V” of the logomark symbolize transformative experiences offered to VTC students.
Result - Visually and strategically, this bold solution sets VTC apart from other Hong Kong institutions which use traditional school “crests”, and helps VTC tell their story in a compelling way.
Credits:
Client: VTC - www.vtc.edu.hk
Brand Strategists/Designers: The Brand Union Hong Kong Office - www.thebrandunion.com
Managing Director: Debora Chatwin
General Manager: Linda Kong
Client Services Senior Manager: Karen Mak
Client Services Manager: Tracy Lam
Senior Strategist: Sara Tang
Creative Director: TK Wong
Design Director: Eric Shum
Designer: Alicia Chiu
Production Manager: Keilok Chow
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