Early in the New Year we won a brand naming and identity pitch beating Saatchi’s and Coley Porter. So far so business as usual.
However, the brief was to develop a name and identity for a franchise of low cost private schools to be established in India that would then roll out across Asia and Africa. Aimed at consumers termed ‘Bottom of Pyramid” by the great and the good at Davos, the schools charge fees at just $8 per month yet provide high quality education.
The company behind the project was the social investment business Orient Global based in Singapore. The founder is a billionaire Richard Chandler who had searched two years for the perfect name for the brand. And not found it.
Our branding solution – Rumi – was extremely well received by all stakeholders and has already been launched in Hyderabad in India. There are already 13 Rumi schools serviing more than 7,000 children in India. The target is to establish 60 schools by the end of the year.
We have also been engaged by the client to work with them on the development of a brand for a low cost primary health care centre business as well as a project called “Art in Action”.