This document has been developed for the repositioning of a social club in Nigeria. Change is the only constant factor in life. The socio-cultural, political and economic contexts within which Ivory League of Progress was established over 2 decades ago have changed. The Club has entered a stage in its lifecycle, where decline has to be arrested and a new lease of life injected -call it Rebirth, Rebranding, Repositioning, Rejuvenation, etc. There is a need to inject life into the club and make it more vibrant

1. Ivory League of Progress:
a Roadmap to a new Brand
a presentation by Dele Ogundahunsi (arpa)
March , 2014

2. Why Rebrand?
Change is the only constant factor in life. The socio-
cultural, political and economic contexts within
which Ivory League of Progress was established over
2 decades ago have changed.
The Club has entered a stage in its lifecycle, where
decline has to be arrested and a new lease of life
injected -call it Rebirth, Rebranding, Repositioning,
Rejuvenation, etc
There is a need to inject life into the club and make
it more vibrant

3. 2. Positioning
What does the club mean to members & non-members: In other words, what position should the
ILP brand occupy in people’s minds? When you mention Ivory League of Progress, what thoughts
and feelings should the brand conjure?
Note: The club’s positioning should also be reflected in its motto. There is a need for a club motto
1. Vision & Mission
Current Vision Statement: To promote the material and spiritual well-being of members and
impact positively on the Society
Note: the above is more of a mission statement. Our vision statement should say what we want
to be in the next 5 or 10 years? Need to adopt present vision as mission statement and thereafter
develop a a new vision statement re-craft vision and decide on mission.
3. Logo
Need to develop new logo: Present logo is moribund and a new logo is desirable
Note: 1.) Present logo appears flat and not trendy/contemporary 2.) The fact that membership
must be drawn from the ivory tower does not dictate that ivory should be included in logo
3.) According to observations, present logo appears cultic or tribal.
3
The ILP Brand: Where are we now?

4. 4
The New ILP Brand Proposal: Where we should be
ILP’s Mission Statement
Option 1: To promote the material and spiritual well-being of members and
impact positively on the Society
Option 2: Ivory League of Progress encourages positive values, leadership and social good through
friendship and community service.
ILP’s Vision
Option 1: To become a sought after club for positive family values and a better society, in the next 5
years.
Option 2:To nurture capable leaders, families and people for humanity.
ILP’s Positioning Statement
Option 1: ILP is the social club of intellectuals with the purpose of developing individual and collective potentials for
a better society.
Option 2: ILP is the gathering of like-minded and enlightened people for material and spiritual development.

5. VALUES
A belief system;
a way of
working and
communicating
5
The New ILP Brand Onion –an identity construct
PERSONALITY
Informs all
communications
& public
perception
VISI0N
A snapshot
of the
future
POSITIONING
A summary of the
brand in relation to
competition in the
public mind
Positioning: ILP is the social club
of intellectuals with the purpose
of developing individual and
collective potentials.
Values: Progress, Integrity &
Friendship
Vision: To nurture capable
leaders and families for
Nigeria and humanity.
Personality: Reliable, Friendly &
Positive
TAGLINE/MOTTO/SLOGAN/PAY-OFF:
OPTION 1: Progress for one, progress for all
OPTION 3: ….friendship, integrity and care

6. 6
The New ILP Logo –OPTION 1
Colour Scheme:
-Black:
Power, Sophistication &
Elegance
-Green: Health, Good
Luck, Renewal, Generosity,
Life & Fertility
-White:
Purity, Birth, Simplicity, Clea
nliness, Peace & precision
Font: Hustle Extended
Narrow Passage
Between I & O:
Signifies openness &
access, though ILP is
only accessible to some
distinguished few,
hence the narrow
passage
Link Between O & R:
Friendship & Teamwork
Arrows: Upwardly
mobile; progress &
development

7. The New ILP Logo –OPTION 2

8. The Journey
of a Million Miles
begins with
a single step
8
Thank You