A 12-month corporate identity project for a fast-rising world-class university proved to be much more than a technical implementation exercise – it was a chance to reset thinking about the positive benefits of collective brand coherence. The objective was to create a corporate identity that clearly brands Nanyang Technological University as a Singapore university and achieve at least 70% internal compliance within a year and 100% within 2 years. Wholly managed in-house with an external creative director, the project was delivered at a modest cost of £25,000 and surpassed its goal with 84% internal compliance in the first year.

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