Gerundio + Anahuac University
How to bring the same vision to the whole academic experience?
Unifying brands and narratives through strategy
Services
- Strategic Design and Innovation
- Brand and Communication
Challenge
After previously collaborating with Anáhuac University on a repositioning strategy for its undergraduate brand, the institution identified the need to review all the brands in its portfolio. The focus was particularly on the strategy for their highschool, its graduate division, its doctoral school, and its business school. The goal was to align the positioning and communication of its various business units, ensuring coherence and consistency across its brands.
Solution
To address this challenge, we engaged with students from various academic levels, from those about to begin their university studies to those who had decided to enroll in a graduate program or continuing education course.
This research allowed us to understand the needs of students at different academic stages and develop differentiated strategic paths for each level, while maintaining a central concept as the guiding principle for the entire institution: positive action leadership.
With these paths defined, we collaborated with different areas of the institution to create communication campaigns that conveyed this guiding concept, adapting them to the particularities of each business unit.
This resulted in campaigns such as "#SeamosLíderes en Prepa Anáhuac," aimed at attracting younger students to be part of a high school with a university focus, and "Trasciende con Posgrados Anáhuac," designed for those considering the next step in their academic and professional careers. We also developed specific communication efforts for their Doctoral School and the Anáhuac Graduate School of Business.
Additionally, we provided distinctive visual identities for each business unit, maintaining coherence with the institution's elements while incorporating specific features that met the objectives of their respective campaigns.
We conducted a thorough review of the entire institution's brand portfolio, establishing guidelines to ensure that each contributed to consolidating a strong and coherent brand positioning.
Through this comprehensive brand approach, we helped Anáhuac University achieve coherence across all its business units, respecting their essence and individuality while providing them with a unified conceptual framework inherent to the institution.
Impact
- Implementation of a differentiated communication under the same master concept.
- Establishment of a clear and coherent brand architecture throughout the portfolio.
- Creation of personalized and effective brand campaigns.
Learning
The ability to identify what unites all the units and levels of Anahuac University, while distinguishing itself in its differences, was fundamental to consolidate a solid positioning in one of the most outstanding educational institutions in the country.
