Gerundio + Anáhuac University
How to bring the same vision to the whole academic experience?
Unifying brands and messages through strategy
Services
- Strategic Design & Innovation
- Branding & Communication
Challenge
After previously collaborating with Universidad Anáhuac on a repositioning strategy for its undergraduate brand, the institution found itself needing to review the brands of its high school and graduate divisions with the intention of aligning the positioning and communication of its various business units.
Solution
We spoke with students from various academic levels. From the youngest, who were about to start their university careers, to those who had decided to take the next step by enrolling in postgraduate studies or continuing education courses.
We understood the needs of students at different academic stages to develop differentiated strategic paths for each level, while maintaining a central concept that would serve as a guiding principle for the entire institution: positive action leadership.
Once these routes were defined, we collaborated with the different areas of the institution to create communication campaigns that conveyed this guiding concept, adapting them to the particularities of each business unit.
This is how the campaigns “#: Let’s Be Leaders at Anáhuac High School”—aimed at attracting younger students and encouraging them to join a high school with a university-focused approach— and “Go Beyond with Anáhuac Graduate Programs,” designed to reach all those considering taking the next step in their academic and professional careers.
Additionally, we provided distinctive visual identities for each business unit, maintaining consistency with the institution's elements, but incorporating specific elements that met the objectives of their respective campaigns.
In addition to this, we conducted an exhaustive review of the institution's portfolio of brands and entities, establishing guidelines to ensure that each one contributes to consolidating a single, strong, and coherent brand positioning.
Through this comprehensive branding approach, we help Anáhuac University achieve consistency across all its business units, while respecting their essence and individuality, but equipping them with the same conceptual axis inherent to the institution.
Impact
- Implementation of differentiated communication under a single guiding concept.
- Establishing a clear and consistent brand architecture across the portfolio.
- Creating personalized and effective personal branding campaigns.
Learning
“The ability to identify what unites all units and levels of Anáhuac University, while distinguishing their differences, proved fundamental in consolidating a strong positioning for one of the country's most prominent educational institutions.
