Study at HBKU

The brand strategy for HBKU focused on establishing a strong and unified identity across all its colleges, adopting a monolithic brand architecture to ensure institutional brand awareness. This approach was pivotal for a newly established university, aiming to leverage the collective recognition of its colleges to enhance the overall university brand. The challenge lay in creatively differentiating each college while clearly communicating their unique value propositions, ensuring that the distinct strengths and offerings of each college were effectively conveyed within the unified brand framework.

The content strategy for HBKU centered around a comprehensive brand messaging framework aligned with the university's academic mandate and research priorities, such as Artificial Intelligence, Sustainability, Health, Social Progress, and Progressive Education. Jointly with the Deans and key faculty members, we developed their strategic priorities, messages, target audiences, and channels for each college. This approach was instrumental in unifying messaging across various channels to support student and faculty recruitment, enhance positioning and reputation, advocate for national education and research financing, establish credible thought leadership, and engage the local community with a sense of pride.

At the institutional level, we highlighted HBKU's integration within the Qatar Foundation ecosystem, the legacy behind the name to appeal to local community, the advanced research environment alongside three national research institutes, and its global partnerships. College-level messaging focused on the distinct attributes of each college, including faculty excellence, innovative learning approaches, and program offerings. At the program level, the messaging addressed our ideal personas, and focused on how each program addressed current and future global challenges, career prospects, and the impact of its research.