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With its acquisition of The American College, the school added a unique dimension to its offerings that included an international educational experience across the U.S. and in Dubai (United Arab Emirates). As a result, the identity “American College” no longer applied or communicated the school’s strong competitive differentiation. Duffey Communications was retained to implement a complete over-haul of the College’s corporate identity that would best communicate its new vision, direction and branding of the University.
Key elements included:
- Name creation;
- Logo development;
- Collateral production and deployment.
Through student and faculty focus groups as well as other secondary research, Duffey fostered the creation of the name -- American Intercontinental University – and designed a unique logo that clearly captured the new positioning of the University against key stakeholder audiences. Duffey facilitated the production and deployment of collateral materials including a brochure that would serve as the foundation for all resulting communication pieces.
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