Brand Case in Education
Student Experience as the Foundation of Communications
Digitalization is driving universities to implement omnichannel approaches in student interactions, and competition among institutions is increasingly focused on user experience.
Omnichannel education takes the form of blended learning, where a significant portion occurs online, while practical courses and personal interactions with peers and professors remain on campus.
Moreover, the campus takes on even greater significance as education extends beyond classrooms. It’s where students socialize, strengthen university communities, and, in turn, bolster the institution’s reputation. The stronger this community during the educational process, the more likely it is to persist after graduation in the form of partner organizations, clients, and endowment fund donors.
Branding of Minerva Project
Minerva is a higher education project operator offering undergraduate and graduate programs based on advanced and experimental approaches. The brand's mission is "nurturing critical wisdom for the sake of the world." The brand's vision is "uniting on purpose."
The brand philosophy is "systemic thinking for the greater good," and its identity is presented in an innovative and technological style.
The institution offers five undergraduate majors and a graduate program in decision-making, with classes of no more than 20 students. A unique aspect of the program is its combination of a vibrant campus life in one of seven major cities and predominantly online learning.
Minerva Project is the most selective institution globally, with over 100 applicants per spot in 2020, despite the tuition cost of around $43,000.
Minerva does not accept any standardized tests, calling them an unfair and biased reflection of true potential. Instead, it uses its own set of metrics.
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