EDINBURGH-based brand agency, Tsuko, has successfully undertaken a brand development project for one of the world’s most respected business schools.
University of Edinburgh Business School tasked Tsuko with integrating its identity and communicating its brand positioning inside its new home.
Says a spokesperson: “Tsuko was appointed following implementation of a successful 2009/10 global recruitment campaign, promoting the school’s range of programmes, resulting in over 100 per cent increase of MBA applications.
“For this most recent brief, the brand agency was given the task of interpreting the business school’s brand throughout reception, study, teaching, congregating and executive education spaces.”
Fiona Burnett, Tsuko’s design director, said: “The University of Edinburgh Business School aims to attract top quality students from around the world, so we have created a branded environment that subtly references the city’s iconic heritage, global reach and the business school’s academic and intellectual achievement.
“Large format graphic and typographic reliefs are used to communicate intrinsic brand messages at the heart of the school’s brand positioning.
“A three-tier relief abstract city skyline is installed in the main entrance area to represent the school’s enviable position in the heart of Edinburgh. This serves as an extension of our ongoing global advertising campaign harnessed by the concept of ‘A city built on ideas’.
“Our objective was to ensure a confident presence of the brand throughout the Business School while visually integrating the signage components with the architectural design of the building.”
Through self-colour identity reliefs, the Business School brand identity is profiled in each of the eight lecture theatres, conference room and the board room, and an abstract world map highlights the broad international student base – currently representing 69 nationalities – and incorporates the signature ‘stripe’ pattern that is present throughout the architectural interior and exterior.
Audrey Healy, marketing and communications manager at the University of Edinburgh Business School, said: “Our new building has truly been brought to life through Tsuko’s design ideas. An unique setting has been created that represents our vision of a global Business School at the heart of the business community.”
The Adam Ferguson building – the Business School’s new home – was built in the late 1960s by designer Sir Robert Mathew. The current building, which replaced a previous Georgian incarnation, is listed due to its merits as a piece of late modern design.
Dermot Patterson of LDN Architects, which carried out the redevelopment of The Adam Ferguson building, said: “After 40 years of intensive use the building no longer met user expectations in terms of thermal comfort and flexibility, but this top class business school is now housed in a true first class facility thanks the recent redevelopment work.”
Tsuko has undertaken major brand, communications and campaign projects for an extensive client list, operating national and global campaigns for clients including Land Securities, UK India Business Council, Institute of Chartered Accountants of Scotland (ICAS), University of Strathclyde, Edinburgh Business School (Heriot Watt), Scotmid, Sport Aberdeen, Stobo Castle Health Spa and the Royal Edinburgh Military Tattoo.
Notes to Editor:
- Tsuko was established in 1998. It is a brand consultancy and design agency combined.
- Its expertise spans research, strategic marketing and campaign planning, brand consultancy, design, advertising and digital media.
- It is a brand agency, with the expertise to create, articulate, develop, promote and build brands using appropriate disciplines to deliver on clients’ business objectives.
- The company is driven by its founder and managing director Susanna Freedman and has undertaken major brand, communications and campaign projects for an extensive client list including Land Securities, Institute of Chartered Accountants of Scotland (ICAS), Children 1st, The Ryder Cup, Investors in People, Red Bull, Stobo Castle Health Spa, SPT (Strathclyde Partnership for Transport), Scotmid, Victim Support, UK India Business Council, VisitScotland, Royal Edinburgh Military Tattoo, University of Strathclyde, Edinburgh Business School and University of Edinburgh.
- To find out more about Tsuko please visit www.tsuko.co.uk
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