I2 INSTITUTE FOR IMAGINATION AND INGENUITY by Wolff Olins for Dr. Hayat Sindi

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I2 INSTITUTE FOR IMAGINATION AND INGENUITY

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Wolff Olins
Released October 2011

Credits & Description

Category: Charities & Not For Profit
Advertiser: DR. HAYAT SINDI
Product/Service: I2 INSTITUTE FOR IMAGINATION AND INGENUITY
Agency: WOLFF OLINS
: Todd Simmons (Wolff Olins)
: Javas Lehn (Wolff Olins)
: John Paul Chirdon (Wolff Olins)
: Melissa Scott (Wolff Olins)
: Kris Pelletier (Wolff Olins)
: Michele Miller (Wolff Olins)
: Photography (National Geographic)
Media placement: Institute Collateral - Saudi Arabia - October 20122

Describe the brief from the client
Renowned Saudi Arabian scientist, Dr Hayat Sindi, came to us with the ambition to translate her passion for science and social innovation into a solution for unemployment in the Middle East. Despite substantial government investment in education and training, roughly 43% of 20–24 year olds are still unemployed. With nearly 40% of the Arab population being 18 years old or younger, the region needs a solution that’s both sustainable and scalable.

Describe the challenges and key objectives
We helped create the i2 Institute for Imagination and Ingenuity, an ecosystem of entrepreneurship and social innovation for scientists, technologists and engineers in the Middle East and beyond. i2 will provide scholars with the inspiration, training and tools to contribute to society and to the market. We worked closely with Dr Sindi on all aspects of the brand, including naming, visual identity, writing, website development, communications, and the global launch presentation for the 2011 PopTech conference in Camden, Maine.

Describe how you arrived at the final design

The name boldly expresses a formula for innovation and self-realization—imagination activated by ingenuity. The Middle-Eastern origin and universal relevance of i2’s mission is expressed by an Arabic-inspired logo created with roman characters, and a verbal system employing Arabic and English integrated with the i2 name. The strong, vibrant colour palette expresses optimism, the diversity of minds i2 hopes to attract, and a spectrum of opportunity for the youth, for the country, and for the region.

Give some indication of how successful the outcome was in the market

Since announcing i2, the institute has received overwhelmingly positive feedback. i2 has been heeding the strong responses and voices of the youth, while Dr Sindi has been meeting with potential investors around the world, from private and corporate donors, to the Saudi government, as well as institutional and educational partners, some of whom, like us, will sit on i2’s board of directors. An action plan has been created, and a business plan is in development with help from i2’s partner network, leading up to a formal launch in Saudi Arabia in the fall of 2012.