| Seneca College
2009 REBRAND 100 Winners > merit
Industry/Sector: Educational Institutions
Enterprise Rebrand
Country Base: Canada
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - In Ontario, the world of post secondary education has become increasingly competitive. In particular, the region’s colleges are fighting for differentiation in their pursuit of students, faculty, staff and reputation.
Challenge - The most attended college in Canada, Seneca was challenged to defend its leadership position by making a promise that would reveal the true benefits of its offering, create relevant differentiation within a crowded and competitive field and lead to long term stability and growth in student registration. After exploring new logo options, our recommendation was to leverage brand equity in the existing identity but build meaning through new contexts and applications.
Strategy - Soapbox Design worked with the Seneca marketing team to arrive at a single insight that would drive all communications, galvanize their internal culture and create brand clarity. At its heart, education is about transformation. Students approach colleges with a mind for change. They want more for themselves and they see education as a means to their ends. So while other institutions make promises around this notion, like jobs, choice or leadership, Seneca personalized its promise and aimed at the heart of the matter. Education is change. Their simple promise became “Seneca changes you.” And every other message expands on that assertion.
Result - Following an extensive internal rollout, the brand is now being introduced to the public over a variety of media, including television and radio advertising, cinema spots, online advertising, local print media, transit ads and busses… basically everywhere. And the numbers are going up.
Credits:
Client: Seneca College of Applied Arts & Technology, Canada - www.senecac.on.ca - www.yourfuture.senecacollege.ca
Brand Strategists/Designers: Soapbox Design - www.soapboxdesign.com
Art Directors: Gary Beelik, Jim Ryce
Designer: Joshua Emberlin
Brand Strategy: James Morris and Seneca College Marketing Dept.
Production Manager: Anita Lescano
Partners:
Photographer: Lorella Zanetti - www.zanettiphotography.com
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