Positioning Wigwe University as a new, competitive, cutting-edge Nigerian university offering more than a degree, but a true education. Fearlessness is what will write its success.

Introduction

The past decade has seen universities transform their approach to branding; recognising that successful institutional brands are built through authentic relationships and fulfilled promises rather than just logos and colours. This shift is particularly relevant in Africa, where higher education plays a crucial role in development; addressing the shortage of skilled professionals identified by the World Bank in the 1990s.

While established African universities continue to produce high-performing graduates, newer institutions have emerged with innovative approaches focusing on leadership, entrepreneurship and pan-African values. These institutions are adapting to contemporary challenges, including the shift to online and hybrid learning, particularly after COVID-19, while creating access to quality education.

Challenge

This new educational landscape presented both opportunities and challenges for Wigwe University. As a completely new institution in Nigeria, a country where most leaders traditionally send their children abroad for tertiary education, Wigwe would need to distinctly establish itself as a forward-thinking institution, delivering on its educational promises and greater societal purpose. The university needed to:

• Address the lack of world class education in Nigeria

• Offer a fresh approach to education delivery

• Focus on future-oriented solutions

Our strategic brand and creative challenge would be to develop a differentiated positioning and strategic brand platform for Wigwe University to establish itself and secure a unique market position, attracting like-minded learners, parents and guardians.. 

Our approach

By understanding the purpose and ambition of Wigwe’s Founder, Herbert Wigwe, we began to deep dive and explore contextual needs and existing universities and their positioning. From the old world to the very new. The more we researched, the more we kept returning to the idea that “Extraordinary Times, Call For Extraordinary Measures.” The uncertainty and flux in our category pushed us to reinvent the old and to do something really extraordinary. Moving beyond what exists to something completely new.

Our deep insight driven approach included:

1. In-depth reviews on the future of tertiary education.

2. Exploring key elements from leading international universities that had aligned themselves with future trends.

3. Defining opportunities to leapfrog and go beyond the “new” creating an inspiring an innovative new normal.

We identified the deficits in modern education that Wigwe could address, namely: technology, equity and social justice as well as the audiences this would directly impact, namely students and institutions themselves. Recognising a shift from a traditional systematic approach to a collaborative one – from our tonality to Wigwe’s delivery. Wigwe University needed to bridge the divide between study, employment and entrepreneurship.

Not only did we explore the University’s offering, we defined the organisation’s context and the impact it would need to create. We realised that the kinds of people Wigwe needed to connect with have one powerful thing in common ­– a mindset.

Our audience are driven by:

• Problem solving & purpose - their “why” drives their “what"

• Courage & bravery - the tenacity to try and try again

• Unconventional thinking & ideas - that others have most likely called “crazy”, “naïve” and “difficult”

• Grit & unwavering determination

• Questions - they are the ones who ask “what if” instead of “nah, it can’t be done”.

Strategic direction

We developed a distinctive, single-minded, insights-driven brand strategy leading to integrated solutions and a deep understanding of the brand and its relevance across new audiences and segments.

Positioning Wigwe University as a new, competitive, cutting-edge Nigerian university offering more than a degree, but a true education. Fearlessness is what will write its success.

Unlike the conventional and traditional, Wigwe is calling for pioneers, visionaries and believers, students who are willing to put themselves behind the potential of a nation, the nation they believe can create and shape a better future for Africa and the world. Leading to our creative positioning - We, The Fearless.

Design approach

We created distinctive brand elements to establish Wigwe as the University that answers the growing need of the country and continent it serves, reinforcing its fearless position. Our brand identity, teaser, launch and 360 campaign expressed Wigwe’s fearless position. Creating awareness around the University, differentiating it from any other institution.

Identity design

Corporate identities are the visual and verbal expression of any brand. It’s what you see, touch, hold, hear and what can then be mobilised. We developed an identity that would tell Wigwe’s fearless, distinctive story. Inspired by the late founder Dr. Herbert Wigwe that speaks to African pride, leadership and courage, we designed an identity centred on the lion – putting fearless at the heart of Wigwe’s logo. Through conceptual symbolism we developed a unique identity that speaks to the wordmark, fearless heart, highest, global standards of excellence and the campus’s unique location.

Social Media Campaign

Our first Social Media Campaign targeted two very different audiences. The youth, who would be studying, and their parents or guardians, the supporters.  

• Teaser

Using a platform that would directly engage Wigwe’s target audience we created a social media campaign that showcased the university’s unique offerings. With brand posts that created broader brand awareness around Wigwe – from purpose to values and offering.

• Youth Posts

Dynamic, exciting posts that speak to the very heart of Wigwe’s purpose – to create the fearless leaders of tomorrow. Those liberated in mind, ready to take up the call and pioneer a new future for Nigeria. Posts spoke to leading, rising, uniting and having the guts to try something and push forward.

• Parent Posts

Engaging parents around their shared Nigerian values and patriotism. Instilling a national pride and realisation that Nigeria is at the forefront of a new Afro-global rising.

• Launch TVC

We created TVCs that directly spoke to parents, guardians and sponsors as well as youth and learners. Landing the spirit of Wigwe as a leader poised to open the door to a brighter future for Nigeria and the whole of the African continent.

Wigwe University is a proudly Nigerian university. Led by world renowned educators and academics, we are built on the vision of a shared future. Offering undergraduate programmes in science and computing, engineering, arts, management and social sciences. From ideas to practices, global facilities to campus, students to teachers, we are fearless.