ISEG's new graphic identity is recognized by APPM - Portuguese Association of Marketing Professionals.
Yesterday, ISEG was the big winner of the APPM Marketing Awards in the B2C Marketing - Brand Launch/Relaunch category.
In 2021, ISEG decided to move towards a profound change that started from an ambitious rebranding project. Change the brand to ensure alignment with a new positioning and vision. Thus, it challenged the Marketing Strategy consultancy Saint Pirate and the production company el-Hey, to present a profound integrated action plan, to bring to life the mission of rescuing the perception of leadership in the teaching of Economics and Management in Portugal of what is the first University in this area, founded in 1911.
The aesthetic rebranding of ISEG results from the definition of a true, differentiating and relevant positioning defined based on in-depth work with teachers, students, competitors and alumni.
"ISEG has today a new brand and communication style that avoids the obvious and the clichés because it is not interested in being a cliché brand. We are proud to have today a disruptive brand, with a renewed energy and that our students proudly display. It is a concept that puts the focus on the student, brings a concrete benefit present in the brand signature (Open Minds. Grab the future) and has a challenging and positive tone..", says Helena Laymé, Marketing Director at ISEG.
The new brand was creatively manifested in a contemporary communication in several transversal applications: on campus, in the halls, in the courtyard, in merchandising pieces, a new website and a major advertising campaign.
The APPM Marketing Awards are an initiative promoted by APPM - PORTUGUESE ASSOCIATION OF MARKETING PROFESSIONALS, which aims to reward the best in the marketing sector in Portugal. The jury is made up of 15 renowned professionals in their respective areas.
