Client
Perception issues and a lack of diversity within the engineering sector, has resulted in a shortage of engineers. To help address this, three prestigious global universities: King’s College London, Arizona State University and UNSW Sydney joined forces to redefine engineering education and create an engineering university for the future – The Engineering and Design Institute (TEDI).
Brief
In response to growth in new areas of technology, and a desire to harness that technology within the engineering sector, the three universities’ vision for TEDI was to enable the engineers of the future to find solutions to the major issues the world will likely encounter. TEDI commissioned an important piece of sector research, which informed their new brand strategy (created by The Value Engineers). TEDI then asked Rose to interpret the brand strategy into a bold and distinctive brand identity for the new university, to help fulfil their ambition to challenge preconceptions and encourage greater diversity across the engineering sector.
Solution
We recognised the importance of balancing a future-facing contemporary approach, whilst reflecting the heritage and gravitas of the three co-founding universities. So Rose created the TEDI logotype by replacing the conventional ‘E’ with three lines, representing each of the founding universities and ensuring they would be permanently acknowledged throughout the identity. Rose brought the brand proposition – creating future engineers – to life using bold photographic portraits to challenge industry preconceptions and attract students that may have been previously deterred from a future in engineering. In creating a bold palette of brand assets and a distinctive visual language in how they are used, Rose developed a brand identity for TEDI that has helped them build immediate recognition for the new brand, by defining the university for future engineers.
Result
The first landmark institute launched in September 2021 in London, with 44% female students and 59% from ethnically diverse (BAME) backgrounds in their inaugural cohort. Their Year 2 intake (2022/23) increased by 83% from Year 1. Their ambition is to roll out further TEDI sites in major cities around the world, based on achieving their financial sustainability objectives and targets¹.
¹ tedi-london.ac.uk
