In 2003, more and more business schools were beginning to erode INSEAD’s competitive difference as the world’s most international and multi-cultural business school www.insead.edu.
Working with Michael Wolff, www.michaelwolff.eu.com and designer Frank Schröder, we saw an opportunity to take advantage of the poor quality of business schools communications. In general, they lacked a discernable voice or style. Like most banks, they indulged in conventional rhetoric, poor quality advertising and little else. We first created an award winning set of publications for INSEAD’s fund raising campaign that captured the spirit, heart and personality of INSEAD, in an authentic and compelling way.
Michael and Simon then defined INSEAD’s brand idea derived from the theme of the campaign – ‘The Business School for the World’.
It’s an idea that symbolises the multi-cultural nature of INSEAD and the questioning and transformative experience people have when they go there. ‘The Business School for the World’ also implies the quest for a more socially inclusive role for business and even capitalism, an urgent debate that is now happening around the world. We then worked with NB Studio, www.nbstudio.co.uk, to create a new brand identity for the school. NB have worked with INSEAD for the last seven years, advising them on their brand identity and communications.