With the opportunities available after graduation and the landscape becoming more dynamic, the University was reviewing how the centre was best able to stay relevant and current to best help its students. As involving the various stakeholders (students, faculties, alumni and industry partners) was essential in ensuring NUS students are best prepared for life after graduation, the new brand identity had to be one all these stakeholders could relate to.
After speaking to the management of the centre at that time, their top priority was to involve all the stakeholders and find a space for everyone to come together and connect. However, there was a change in management and the new team had a different vision, which resulted in the change in rhetoric.
Through the fact-finding sessions and exercise during the discovery phase, the key concepts and ideas were picked out and categorised. This coupled with Singapore’s history and NUS’s heritage, the foundations of the new Centre for Future-ready Graduate’s brand was laid.
Modern Singapore has relied heavily on its port for economic success of centuries and hence, and with NUS being the hallmark university of the country, it has become synonymous with Singapore’s brand of excellence. Using the seafaring concept paid homage to this, while the constellations portrayed how CFG was the guiding light for students as they left the safe shores of university and head towards the multitude of opportunities along their horizon.
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.