SA BUSINESS SCHOOL
Project Overview
Key Deliverables
+ Brand Strategy
+ Brand Identity Design
+ Copywriting
+ PowerPoint Design
Creative Partners
+ Si Maclennan
The Creative Challenge
SA Business School competes with many other learnership providers who regard their offering as a “tick-box exercise” – a perception shared by many corporate clients. Our brand strategy workshop unpacked how the client had turned the learnership offering on its head, pioneering a corporate learning movement that is purposeful, agile and ongoing. The resulting brand expression needed to reflect this, underpinned by the visual embodiment of the brand’s newfound purpose – to spark a love of learning.


The Strategic Solution
We equipped the brand with a sassy brand personality that is gutsy, astute, dynamic and human. This inspired a tone-of-voice evident in the brand narratives developed, which greatly informed the new visual style. The old identity was completely overhauled and transitioned from a traditional South African learning institution aesthetic into a bold, modern and dynamic visual identity. The brand promise of “enlighten and advance” is evident in the golden yellow primary colour and the hand-crafted arrow used as the “A” in the wordmark and as a clever device for primary headings and landing banners.