The Romanian agency Marks created the rebranding for Transilvania Executive Education.
By Romanita Oprea
Transilvania Executive Education is a non-profit organization that handles the EMBA program that is 100% British and supported by University of Hull Business School in Cluj-Napoca. The rebranding process started out of their need of communicating, in a courageous manner, the type of academic experience they propose. More precisely, the new image needed to express the program’s think global, act local vision.
Marks started from the widespread perception regarding academic programs: too much theory and too little practice, an uni-directional speech and too little collaboration. In contrast, TEE doesn’t propose a traditional academic experience, but it creates an environment that favors the development of leadership capabilities and encourages mentorship. In fact, it’s about a community that invests in the development of its members and favors experience exchange. As a positioning, TEE isn’t the Teacher, but the Dialogue Partner.
Both at a visual and speech level, the agency aimed itself to re-contextualize the tradition and the prestige behind the Hull Business School, in a modern shape that reflects the TEE association’s mission of applying the international know-how in local studies.
This mission was the insight that inspired the logo’s creation: the snipping of the “T” letter in the shape of Transylvania’s map outline, of two different entities that work together in order to create tomorrow’s leaders.
“Transylvania’s simplified outline in which is integrated the the acronym becomes a stamp of the academic quality. The brand’s force and value is highlighted also through the bold chromatic choice. The acronym’s round font is modern, friendly and playful and the chosen one for the name’s full version contains subtle serifs, reinterpreted in a modern key. Again, it’s about a mix between the institution’s tradition that holds the courses and its orientation towards the future,” said Sabina Stanciucu, Senior Copywriter Marks.
Marks’ team wanted to make sure the brand’s visual identity and voice to highlight TEE’s values. Therefore, the discourse is authentic, pragmatic, intuitive, transparent and trustworthy. The pillars of the brand’s personality are: growth (through future-oriented thinking), broadening horizons (through connected thinking), community (that nurtures responsible leadership).
“We are positioning TEE is a community founded on networking, collaboration and constructive change of ideas between students, teachers and professionals from multinational companies. This way, the institution, through the academic program, inspires the leaders of tomorrow,” said Mia Munteanu, Client Service Director Marks.
“We were happy to have the Marks team alongside us on this journey. With its help we rediscovered the identity and we are ready to communicate better what Transilvania Executive Education represents, a community for business people that invest in education,” said Bianca Opris, Operations Manager TEE.
Marks team: Dan Hagiu, Creative Director; Sabina Stanciucu, Copywriter; Irina Radu, Copywriter; Bogdan Boiangiu, Art Director; Bogdan Apalaghiei, Art Director; Maria Stefanita, Art Director; Mia Munteanu, Client Service Director.
TEE team: Andrew Taylor – Program Director EMBA, Cluj; Euxenia Capata – Manager projects TEE; Bianca Opris – Operations Manager TEE.