When 4 prestigious institutions come together, with a combined expertise of more than 3 centuries and a presence in India and the USA, the resultant product is bound to be trail-blazing; and how. IIT Bombay and Washington University had a vision to offer India’s first Executive MBA degree for experienced
professionals with a minimum experience of 7-8 years, that would result in a globally recognised degree (not a certificate or diploma), an opportunity to learn from internationally acclaimed professors and be a part of the prestigious alumni network. Pineapple was mandated the task of creating a branding and integrated communication campaign for this legacy product.
The core challenge was to articulate the value of the offering to senior executives in India through a real, authentic communication.
The design language and aesthetics were developed to leverage real humane imagery from the Indian corporate world to elicit associations of corporate professionalism to the concerned audience.
engaging communication across media, even merchandise carried forward the essence of leadership
Every visual asset was given a contemporary and high fidelity treatment in terms of the images, content,
format and information architecture. This in keeping with the statute that the authenticity and credibility of the program and the institutions offering it, are at the forefront.
Pineapple helped IIT-B WashU in creating a complete brand kit, from brand guidelines to program videos, print collaterals, corporate stationery, merchandise kits, advertorials, website, ambiance branding and more.
Pineapple recognised the importance of portraying the persona of an ideal candidate such that the prospective viewer can relate to it in accordance with her/his life and career trajectory.
Specific aspects were conveyed through well crafted messaging across corporate media to hit the right audience and more importantly the right mindset. This, keeping in mind the need to appeal to a highly intellectual consumer group.
