FROM SAFE HARBOURS TO THE VAST OPEN WATERS

Pulling in the history and heritage of excellence that both Singapore and NUS has in common, the team challenged the notion of how a typical career guidance is being portrayed.

Client

Centre for Future-ready Graduates, National University of Singapore

Services

Branding
Animated Brand Video
Event Collateral
Design and Production
Exhibition Booth Design

CONTEXT

Previously known as the Career Centre, the centre was renamed the Centre for Future-ready Graduates as the university acknowledged the need to adapt and better prepare its students for life after university.

Kickoff / Brief

With the injection of a new management at the centre, the Client was looking to reposition the centre, re-considering its currency and relevance in helping NUS students. After speaking with the centre’s new management, the notion of guidance, one of helping and leading students to explore and discover.

The centre as a whole was looking for a new brand identity, one the various stakeholders (students, faculties, alumni and industry partners) could identity with and relate to.

Process

It started with speaking with the new management of the centre, as it will be the main driving force. Not only did we need to understand their vision and the change in rhetoric, but also the dynamics of the various stakeholders involved.

After fact-finding during the discovery phase, the team at Monocoque collectively laid out the key points/words. We linked these key points up with what NUS stood for and is known for and Singapore’s heritage, bringing us to the core concept, the foundations of the entire brand.

Using constellations and seafaring, we forged the base on the new brand identity. This paid homage to Singapore’s heritage and how NUS has become synonymous with Singapore and excellence. It also brought into the brand identity the core of what the centre wanted to achieve, to be the guiding lights for the students as they left the safe shores of school and head towards the multitude of opportunities along their horizon.

This concept was extended to industry partners as well. As generations pass, the graduates joining the workforce has changed dramatically. The centre is also working with its industry partners to help them with this process, making it a smoother and beneficial transition for both parties.

The centre as a whole was looking for a new brand identity, one the various stakeholders (students, faculties, alumni and industry partners) could identity with and relate to.

Key Challenges

Given the various stakeholders involved, of which many have opposing view, it was definitely a challenge to build an identity relatable to everyone.

 

The identity had to be attractive enough for the student population, to keep up brand awareness and also to inform students of the changes happening within the centre and how the centre is positioning itself to better help them. On the flip side, it had to have weight and gravity to it, so as to not be off putting to the industry partners as much of the success of the centre was also based on its collaborations with these partners.