ON THE SAME WAVELENGTH

CLIENT: ICLIF LEADERSHIP & GOVERNANCE CENTRE

CATEGORY: Brand Strategy & Identity   |   Experiential & Digital Marketing   |   


 

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CONTEXT
Iclif Leadership & Governance Centre – the leadership training arm of Malaysia’s Central Bank – wanted to re-position itself as leading, internationally-oriented leadership development organisation. It wanted to move away from its legacy of being “a training centre for financial institutions”. Iclif had brought on top-notched international faculty, all of whom were well regarded in their respective areas of leadership development and well known for their research and publishing. However, the story of the new Iclif was not being told to the business and public sector communities, prospective clients and Iclif alumni.
CHALLENGE
Thinkscape was asked to tell the story of the new Iclif in a relevant and compelling way. Thought leadership was identified as the best platform to share the original research and thinking of Iclif’s faculty with a wider audience. Thinkscape set out to develop a new thought leadership brand for Iclif and to launch it as part of the re-positioning of Iclif.

SOLUTION
Thinkscape developed the brand strategy, naming, key messaging, visual identity and brand launch experience. The identity is based on the idea of the coming together of different positive leadership ideas and thought wavelengths, resulting in a rich, harmonious diversity. This idea was reflected everywhere, including in the form of “live frequency” visuals that interact with speakers’ audio for its May 2011 launch event. Hosted by Central Bank Governor and Iclif Chairman, Tan Sri Dr Zeti Akhtar Aziz, the launch had garnered acclaim, media coverage and word-of-mouth. Leading Voices has since expanded regionally.

QUICK LINKS:

A GUEST OF THE PRINCESS
BRANDED URBAN DISTRICT
THE ENTERTAINMENT GETAWAY
THE CITY HOTEL
SYMPHONY LIFE


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