Cambridge Judge Business School is the business school of the University of Cambridge, providing postgraduate management education. Powell Allen was appointed to the project following a creative pitch last summer.
There are separate identities for the school itself and the individual programmes it runs, and Powell Allen was briefed to ‘make the programmes appear part of the whole but also stand out individually’, according to consultancy founding partner Chris Allen.
He says, ‘Powell Allen’s approach was to encourage CJBS to address their brand idea/positioning first. This would help drive everything the School does – programmes, environment, behavior, and communications.’
The consultancy has designed a suite of brochures to promote The Global Business Strategy: China programme, a three-and-a-half day event which sees the school collaborate with Cheung Kong Graduate School of Business, China in Cambridge and London this November.
Powell Allen uses a ‘WE’ concept for the booklet and invites, referencing the collaboration of the two institutions from the west and east (WE). The brochure uses the idea of a ‘guide to basic Chinese for senior executives’, says the consultancy, which ‘confronts CEOs with the dramatic fact that unknown Chinese companies have come from nowhere to seize leading positions in key global markets’ to promote the Programme event.
The main identity will start to roll out at the start of the academic year in September, and will be shown across all touchpoints including print collateral and online.