LOCAL SMELL OF
HERITAGE
PROJECT ROCKSTARS
Lilit Avoyan
CLIENT
British University Of Bahrain
INDUSTRY
Education
LOCATION
Bahrain
The project with the British University of Bahrain was one of our largest undertakings in the country in partnership with the University of Salford-Manchester (UK). We were entrusted with creating a new brand identity from the ground up. The scale and complexity of the project were significant, but the outcome was a great success, leaving our client very satisfied.
We collaborated closely with university stakeholders to ensure the new brand identity was embraced and accurately represented the institution’s values. Workshops and training sessions were conducted to familiarize staff with the new guidelines.
RESEARCH AND INSIGHTS
To develop a brand identity that resonated with the British University of Bahrain’s vision and values, we conducted extensive research. This included understanding the university’s mission, its competitive landscape, and the preferences of its target audience, including students, faculty, and stakeholders.
TARGET AUDIENCE
The primary audience included prospective students, current students, faculty, staff, and alumni. We also considered the broader community in Bahrain and international partners.
POSITIONING & MESSAGING
For the British University of Bahrain, the message we crafted emphasized its role as a premier institution in providing world-class education and empowering students to achieve academic and professional success. The key message highlighted the university’s commitment to fostering knowledge, innovation, and leadership: “Inspiring Excellence, Shaping Futures.”
BRAND CONCEPT
The creative concept was inspired by the university’s mission to provide a world-class education while honoring local heritage. The theme, “Bridging Cultures, Inspiring Excellence,” guided the visual and verbal identity.
IMPLEMENTATION FRAMEWORK
BRAND VISUAL IDENTITY ELEMENTS
We developed a comprehensive visual identity for BUB with a set of brand elements
Brand Mark Design:
A modern and elegant logo that embodies renewed heritage, seamlessly blending elements of British heritage with Bahraini cultural influences.
Color Palette:
A sophisticated palette that combines the colors of the British flag with traditional Bahraini hues.
Typography:
Clean, professional fonts that ensure readability and convey a sense of prestige.
Imagery: High-quality images showcasing the vibrant campus life, academic activities, and cultural events.
CHANNELS & MEDIA
The visual identity was designed to be contemporary yet respectful of traditions. We created guidelines for consistent use of colors, fonts, and imagery across all materials. The verbal identity included a tone of voice that was authoritative, welcoming, and inclusive
IMPLEMENTATION
The implementation phase involved rolling out the new brand identity across various touchpoints and platforms. This included:
Environment Branding in Physical Spaces: Transformed campus spaces, administrative offices, and event venues to reflect the new brand identity, fostering an immersive, branded experience across the university’s environment.
Merchandise: Branded merchandise such as notebooks, pens, and apparel for students and staff.
Physical Spaces: Rebranded sales offices, project sites, and promotional events.
BRAND SUCCESS METRICS
We commenced with comprehensive research to explore the educational landscape, competitive context, and the evolving aspirations of the British University of Bahrain’s community. Through detailed stakeholder interviews, student and faculty surveys, and in-depth analysis of education trends, we gained actionable insights to craft an impactful environment branding strategy tailored to the university’s unique brand identity and values.
BUSINESS OUTCOMES
REBRANDING RESULTS
The success of the rebranding was measured through various key performance indicators (KPIs):
Brand Recognition:
Achieved a notable rise in brand awareness, with enthusiastic feedback from the university community and prospective students.
Engagement:
Enhanced engagement across social media channels and a substantial boost in traffic to the newly optimized website.
Sales Performance:
Received positive responses from university stakeholders, along with a marked increase in applications and enrollments.
OUTCOMES
The refreshed brand identity effectively captured the British University of Bahrain’s mission and vision, elevating its image as a distinguished institution and solidifying its presence in both local and international markets.
