EAE BUSINESS SCHOOL

A global branding
project with a
touch of feeling

GLOBAL STRATEGY
VERBAL IDENTITY
BRANDED CONTENT
STRATEGIC DESIGN

The EAE Business School came up to Momento with a challenge: to empower their product communication strategy and to orient it towards their future students. However, where those students were or how they would find or identify them was something unclear at that point. We understood we had a fruitful path ahead to work on all the product communication touchpoints in order to enhance the sales and the segmentation. So we started our consultancy assessment project by profiling that audience and empowering the pre-existing yet slightly diffuse product positioning and value transmission. We were looking for profound and truthful engagement based on the balance between the tangible and the emotional.

There was a lot to organize and put in order at the initial moments of the plan; at Momento we understood that if we wanted to find the students we needed to empower the brand values to make them more attractive, engaging and compelling. The aim was to channel these efforts to create a customer journey that would include emotions, the only way to connect with the audience ready to intake that information. We wanted to make them feel, to be talked at with enthusiasm. The slightly outdated tone of voice was redesigned to make it more appealing, going from a communication style that sounded grey and generic to a copywriting based on the power of dreaming and security, two very powerful aspects regarding one’s skills for the future.


The art direction, editorial design and product design we worked on were based on amplifying the new brand personality established by Interbrand by making it more robust, identifiable and segmented to those that could be attracted to what EAE offered. We went from small to big, from functional to emotional and from fast to far. We went future-proof. The visual product identity and its narrative were pivotal on this project, as they had to reinforce the positioning that was already on the making. We used some strategic thinking on our creativity and spread it all over the customer journey and its touchpoints; from a simple email to a brochure or a whole digital campaign.

Coming up with new digital actions for the EAE Business School project was also a strategic move, as we worked on new online recruitment touchpoints on the information request experience. We created Spotify lists and mailings that would enrich the EAE journey extending it to the personal realms of the students-to-be. This consultancy project was a way to understand the business education world as a field that could change, adapt and modify itself without losing their already existing personality; a plan that would intake concepts such as emotions to help build a more human education system and approach.

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