Orient Global was an ethical 'developing world' investment fund run by billionaire Richard Chandler. He asked My Agency to create a new brand for a chain of new low-cost private schools to be launched in India. With an enriched curriculum, improved infrastructure and innovations such as teacher training and computer laboratories, the private schools would offer low-income parents a quality education for their children for just $5 a month. Our brief was to create a brand that came from the East, not from the West, as is often the convention in private education in the developing world. A brand that would appeal to often-illiterate parents and also be credible at the United Nations and Davos.
Our solution Rumi, is named after the 13th Century Persian poet who travelled the Silk Road from East to West bringing eastern thinking to different cultures. Rumi believed in the evolutionary growth of the human spirit and universality, values at the core of Orient Global. The simple visual identity of a mother elephant and calf was inspired by Orient Global’s own logo. The identity had to be simple enough to implement by hand, and went from inception to the side of our first school in just two weeks. Since we completed the work, Rumi has expanded rapidly, bringing high quality, private education to thousands of Indian children.