Reimagining Higher Education
Case Study

In collaboration with The Jordan University of Science and Technology
The higher education sector has been in a revulsion toward the concept of customers, in favor of Students. Education has been the mission; it was never about the Bottom Line. However, due to increasing competition for private and public universities of choices including for-profit and online learning options, colleges have been turning to branding and marketing as a tool to compete more effectively and drive enrollment and donations.

In this economy, competition is becoming more fierce for students and the need to differentiate is more appreciated. In the higher education arena, college branding efforts began to emerge and proliferate around the year of 2000. Many of these programs involved hundreds of thousands of dollars, multi-faceted “stakeholder” market research, new names, logos and tag-lines. Note that most institutional branding efforts still focus mainly on the external aspects of branding and not on organizational change and the holistic college experience.

In an increasingly competitive higher education sector, universities face significant challenges when it comes to recruiting new students, interacting with stakeholders, and secure a better position within the market-share. A branding project is only the beginning of a long-term relationship that higher education institutions need to cultivate, not only while students attend the programs but also beyond graduation. How universities manage the relationship with the stakeholders and how stakeholders perceive their institution's image can have an impact on the attachment with the institution and in turn on stakeholders’ intentions to engage with the university in the future. This project aims to enhance brand perception. Specifically, the project objective is to examine the influence of JUSTs' brand identity, brand meaning and brand image on brand equity as a result of forming strong attachment, commitment, trust, and overall satisfaction from the advantage point of students and graduates.

• To communicate to audiences the performance of the university.

• To communicate to audiences the types of education offered.

• To create the correct image of the university.

• To communicate to all the different audiences the different facets of the university.

• To educate members of the organization how to communicate the brand.

• To create a competitive advantage. 

Opportunity
Map

Competitive
Analysis

Students
UX Map

Academics
UX Map

Admins
UX Map

Parents
UX Map

A New Seal Option

Elements

Seal

An abstracted version that has its roots in the old seal and its symbolism in the vision of JUST as a leader in knowledge, science and technology and human society development.

Wordmark

The word mark are the university’s full name, in FF Meta and Greta and it usually accompany the Seal.

Logotype

The logotype is made of the acronym and its design is made to give an impression.

Program focused Option

Elements

Seal

The formal symbol of JUST university and it symbolizes the cornerstone of its abolishment; Knowledge, engineering, medicine, agriculture and energy.

Wordmark

The word mark are the university’s full name, in FF Meta and Greta and it usually accompany the Seal.

Logotype

The logotype is made of the acronym and its design is made to give an impression.

Typographical Stylization Option

Elements

This option is a typographical stylization of the letter J; the initial of JUST and a symbol of it's national pride. It's serif is replaced with a book that symbolizes knowledge and education, JUST's mission as a higher education institute. The relationship created is a mirror of JUST.

Deconstructed Option

Elements

The core of the seal is an abstraction of a book that symbolizes knowledge; the heart of JUST. The body of the shield is a symbol of energy and human interaction and the ongoing conflict between the industrial and the organic that drives human society forward. And the top is the teeth of the industrial gear/wheel and a nod to the architectural style of the campus. All are held together as a shield that symbolizes unity.

JUST Café
“a coffee shop and social space that allows the students and the community to engage in a shared environment.”

As JUST’s vision is to be a leader in the local community, it’s critical to increase the engagement of the community with the brand, that’s why it’s a great investment for JUST to establish brand touch-points that extend beyond its physical campus. JUST cafe is a coffee shop and social space that allows the students and the community to engage in a shared environment, offering a space of socializing and interaction for the audience, and allowing them to see JUST in a different light and in a more relaxed and comforting environment.

STUDENT CENTER
“is a creative space and a place where students can spend their breaks and hold their social events.” 

JUST Student Center is a creative space and a place where students can spend their breaks and hold their social events, it’s a space designed to bring comfort and encourage conversation. To accomplish JUST’s vision as an innovation center it’s key to create the right environment, to encourage collaboration and productive open-minded conversation among the JUST community.

JUST Ambassador
“successful leaders in their fields who carry JUST's name and vision with them as they conquer the world.” 

JUST Ambassadors are selectively chosen people from the Alumni who JUST takes pride in. They are successful leaders in their fields who carry JUST's name and vision with them as they conquer the world . By assigning them as brand ambassadors JUST celebrates their achievements and through them it inspires all JUST community to fulfill their potential.

JUST Athletic Center and Brand
”JUST is all about leaders, and that includes sports, JUST Athletic center and teams are the pride of JUST and its community.”

Sport is universal and it's a way for the whole JUST community to enjoy friendly competition and get involved in their favorite sports, while promoting a healthier lifestyle and casual interaction with the public, other educational institutes and athletic brands and businesses. All of this helps enrich JUST's experience.

JUST Workshop
“a creative and equipped space for students to work, collaborate and innovate.”

JUST Workshop is a creative and equipped space for students to work, collaborate and innovate. It's also an educational space that holds workshops and courses that cover the more practical sides of education, in the spirit of JUST preparing students for the real world.

JUST Bookshop
“a spot where JUST could share its knowledge and research for the common good of all.”

JUST Bookshop is an extension of JUST as an educational institute, it sells all the books and educational materials students of JUST could need, but its also a spot where JUST could help educate the local community and share its knowledge and research for the common good of all.

JUST SHOP
“is a place where JUST can promote and sell branded materials that will work as the symbol of the brand’s community.”

JUST Shop is a place where JUST can promote and sell branded materials that will work as the symbol of the brand’s community and a touchpoint to increase loyalty within the brand’s community. The branded products can be both a source of income for JUST and a physical symbol of the community. Also through them the brand can spread its vision and presence to the community.

Announcement Peg Board

As JUST had a problem with the communication material going out of control, this board can help solve it. It’ll control the sizes and alignments of communication materials, how they are presented and give the receiver a more formal and bolder look to the material without abusing the brand itself.

Interactive Brand Promise Board

A brand’s promise is the main connection between it and its audience, that’s why it’s important to stress on communicating it perfectly. Better yet if the audience interacted and got involved in it.

The Interactive promise board will give JUST a chance to speak through the voices of its students. To visualize how it reflects them and they reflect it. It’ll also become a visual symbol of this event and can tell its story to anyone who looks at it.