London School of Economics (LSE)
TRUIM brand identity
A new brand identity for the top executive MBA.
Some background
TRIUM was the first global executive MBA, combining three of the world’s top business schools – NYU Stern, LSE and HEC Paris. Over time, TRIUM’s uniqueness had gradually been eroded as other leading schools created their own global programmes. The market has also changed, with students increasingly paying for themselves, making it more of a consumer purchase than a business one.
The brief
To identify and define a compelling brand position for TRIUM that will resonate with multiple stakeholders. To create a new identity that would differentiate TRIUM form its competitors without alienating the alumni.
The solution
Our research found that TRIUM was renowned for its quality of interactions between year groups, the business school cohort, and the course alumni. The alumni network was seen as an invaluable pool of global contacts, one that a TRIUM member would have exclusive access to. From this, the brand idea of 'Extraordinary Associations' was distilled. It was my job to bring this new positioning to life, initially as a brand concept and then as an integrated brand identity.
Original logo
Redesigned logo
