To stand out from the crowd, a pitch document in the form of six shoe boxes. The idea came from Npower's proposed strategy of being totally customer-centric, sometimes referred to as 'walking in your customers' shoes'.
It stood out from our competitors' A4 pitch documents. Quite a lot.
Business schools look dull, grey and boring. Vlerick Business School looked dull, green and boring. But in reality it wasn’t...
Vlerick is a leading European business school with an ambition to move up the rankings into the very top tier of the world’s leading business schools.
Our insights and thinking took them on a journey from old school to new school.
Their new brand needed to be progressive, like the school itself, and to reflect an environment that is alive with a special energy.
Vlerick provides vibrant, vivid, three-dimensional teaching, where people are infused with energy for both life and business. The school’s warmth, vitality and openness are refreshingly different and this was the essence we wanted to capture.
Our work resulted in a brand strategy, new name and new identity that sets them apart from other business schools. A radical transformation that the school embraced with a passion.
The brand has been re-vitalised and Vlerick is now equipped to compete confidently on the business school world stage.
The brief was to support Vlerick’s international growth strategy by developing a new brand strategy and identity system to capture what makes the school special and to differentiate it from its competitors.
The strategy was summed up in the brand idea ‘Open minds for a better business world’.
The identity had to embody the four brand drivers:
International – an outward facing school of world-class quality and global recognition.
Openness – flexible, dynamic and approachable.
Vitality – energetic, sociable and a joy to work with.
Pragmatism – going the extra mile to bridge theory and practice, tailoring knowledge to individual needs.
A radical tranfrormation from old school to new school capturing the real ‘soul’ and vitality of the school.
“This new strategic thinking and creative work was exceptional. They have developed a cohesive brand strategy and compelling visual corporate identity system that will enable Vlerick Business School to stand out amidst our peers and realise our strategic vision.” Philippe Haspeslagh, Dean, Vlerick Business School.
Six diffferent Landor yellow shoe boxes, each box containing a proposal document, two long scrolls of work and a pair of their customer's shoes.
Each shoe box was labelled differently and contained a different pair of shoes to suggest the diversity of their customers.
Five differently die-cut cards using the same Christmas pattern. The cut out pieces became surprise snowflakes that gave a little snowfall from each envelope.
Best Self Promotion