John Stanley

Industry context
Business schools look dull, grey and boring. Vlerick Business School looked dull, green and boring. But in reality it wasn’t...

Summary
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.

Challenge
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.

Strategy
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.

Results
A radical transformation from old school to new school capturing the real ‘soul’ and vitality of the school.

Client testimonial 
“This new strategic thinking and creative work were 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.