Brand Creation for RICS SBE

This was one of the best-selling advertising campaigns I’m proud of; it was simple, elegant and precise. In my experience with RICS SBE, I was involved in every element of brand creation, directed photoshoots, led the team, worked with the client’s team, presented ideas to HQ, and a few miracles when we turned a little historical photo into a wall poster.
But this campaign was unique. I created it five years after the launch of SBE. Read the story below…

“I have been working with Eve since 2009; we engaged with her for all brand building, engagement and marketing activities at RICS. Whether it was promoting the MRICS qualification or thought leadership conferences, her work was admired by counterparts in HQ and industry folks equally. Her creative work not just has the ultimate finesse but gives tangible results too! building, advertising, and promotion.”

Shweta KatariaDirector – Marketing and Corporate Affairs, RICS in South Asia. 2013

RICS SBE. Beginning of the brand…

We worked with the Royal Institution of Chartered Surveyors for a while. When RICS decided to create a School of build environment in India, they offered us to create a brand that could speak to a young audience.

We discussed the audience idea with HQ. They agreed that the audience of RICS is more mature, and young Indian people need to see a more modern and inviting approach.

LAUNCH WITH THE STORY

As we had no students, the first task was to deliver proof that RICS SBE could provide the result and was worth the investment. As RICS is in B2B sector, it is relatively unknown to the public in India. But the idea was in the air; with the industry’s huge demand, the top experts were ready to talk to these students. And the first idea was: “From Industry to industry.”

With RICS connections, we could involve the “rock stars” of the build environment sector in the advertising campaign. We told their story and how they became top managers and CEOs. We’ve shown that the School of Build Environment RICS can be the first step to their dream. We were using actual industry data and real stories of the industry leaders.

The first set of launch advertisements (online and offline), collaterals, open house seminars, exhibitions & career fairs were all built around this message. After the launch in Delhi, admissions gradually poured in.

“The support and insights that we have been getting from Mindcube have been remarkable. Everything that they create has helped RICS-SBE achieve more, and going forward, we look ahead to this partnership as we embark upon opening new centres.”

Shweta KatariaDirector – Marketing and Corporate Affairs, RICS in South Asia. 2013

GROWING BIGGER

In four years, RICS SBE was also launched in Mumbai. By this time, we could create several campaigns, photograph students and tell their stories.

Agency: Mindcube Design
Creative Director: Eve Voyevoda

THE BRAND BOOK

We used established brand elements from the leading brand RICS and transformed them into a new, more vibrant communication style.

2

Colledges Launched

Work & Projects

Setting the standards for RICS SBE and building correct relationships between two brands was an exciting task. We have defined the relationships between 150+ years old RICS and new RICS SBE as Father and Son connection. This way, we could build different presentations for two brands and still be related and connected in our visual and value standards.

2500+

Students
Placed