AMERICAN UNIVERSITY OF SHARJAH by Landor Dubai for AMERICAN UNIVERSITY OF SHARJAH

Adsarchive » Design & Branding » AMERICAN UNIVERSITY OF SHARJAH » AMERICAN UNIVERSITY OF SHARJAH

AMERICAN UNIVERSITY OF SHARJAH

Pin to Collection
Add a note
Industry Colleges, Universities & Education Centers
Media Design & Branding
Market United Arab Emirates
Agency Landor Dubai
Creative Director Shaun Loftman
Released September 2010

Credits & Description

Category: Consumer Services
Advertiser: AMERICAN UNIVERSITY OF SHARJAH
Product/Service: VISUAL IDENTITY FOR UNIVERSITY
Agency: LANDOR ASSOCIATES
Date of First Appearance: Sep 10 2010
Entrant Company: LANDOR ASSOCIATES, Dubai, UNITED ARAB EMIRATES
Creative Director: Shaun Loftman (Landor Associates Dubai)
Senior Designer: Su Kim (Landor Associates Dubai)
Senior Designer: Aimen Alwan (Landor Associates Dubai)
Client Director: Mona Nasser (Landor Associates Dubai)
Client Manager: Dalia Zeinaty (Landor Associates Dubai)
Media placement: Visual Brand Identity Scheme - AUS Internal/external Comms - 10.09.2010

Describe the brief from the client
The University briefed us to review their current list of tired and confusing applications and collaterals, and then create a brand positioning and communication strategy that would drive a new and exciting visual expression.

The task was to refresh the brand's identity by creating a visual language that would help to differentiate themselves and stand out from their many competitors in the region.

Describe the challenges and key objectives
With so many competent regional universities growing in stature, AUS was beginning to lose its special point of difference.

The choice of an educational faculty destination for potential candidates was now quite broad. So, how would AUS retain and increase share of mind?

Visually, AUS did not stand out, and so was not living up to its premium status.

Its current identity scheme had become tired, extremely messy, unappealing and difficult to navigate.

How could AUS remain premium and appear differentiated and relevant to its audience?

Describe how you arrived at the final design
From a visual strategy driven by the concept of 'encyclopedia academia', we created a language of 'smart visual communication', which was all about a more provocative and lateral way of using imagery.

We created a 'glossary' of everyday objects that were photographed to represent colleges, courses, events and programs. The interpretation of each object was intended to be a surprising visual metaphor of the essence of each title.

With the juxtaposition of each title and object, every image took on a new meaning that at first glance seems unusual. However, the quirky visual interpretations make them relevant and very arresting.

Give some indication of how successful the outcome was in the market
The visual concept is now going to be implemented across all brand communications from website to internal corporate applications.

The feed back from the new visual language has been positive, and has been very well received by the student body and faculty members. The initial set of 50 photographed objects is now being planned to be extended to an image bank of over 350 images.