Justice Institute of British Columbia brand refresh initiative: overview December 2013


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An overview of the brand refresh initiative at Justice Institute of British Columbia. For review by employees, instructors, students, alumni and friends of JIBC. Feedback is welcome by email to communications@jibc.ca.

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Justice Institute of British Columbia brand refresh initiative: overview December 2013

  1. 1. JIBC brand refresh initiative December 2013
  2. 2. Brand refresh at JIBC involves: • Brand story, brand essence • Logo • Typefaces • Tagline • Collateral (brochures, stationary, etc) • Campaign/promotional platform 2
  3. 3. JIBC brand story – definition • A narrative that portrays the heart + soul of JIBC • Tells why we exist, what we believe in, how we create value, what we promise, what our students and customers experience • What we tell ourselves about ourselves • A foundation for describing JIBC to everyone else 3
  4. 4. JIBC brand story Justice Institute of British Columbia is a unique public post-secondary institution focused on public and community safety. 4
  5. 5. JIBC brand story We believe that public and community safety is vital to communities and to the economy. We educate people whose work supports safe and healthy places to live, work and play. 5
  6. 6. JIBC brand story In fulfilling that mission, our highest values are educational excellence and student success. 6
  7. 7. JIBC brand story JIBC was created in 1978 from a bold and original idea: to coordinate British Columbia’s various public safety training programs in one institution. To us, integrated training makes sense: people who must work together, should learn together. 7
  8. 8. JIBC brand story Since then, JIBC has become Canada’s leading public safety educator, and one of the top public safety institutions in the world. 8
  9. 9. JIBC brand story Every year, close to 30,000 people learn at JIBC. They are experienced professionals looking to advance their careers; younger people starting a career; and government agencies as well as public and private organizations that need customized training. 9
  10. 10. JIBC brand story JIBC graduates serve with professionalism and compassion. They make communities safer, and help people in need, throughout BC, across Canada, and around the world. 10
  11. 11. JIBC brand story They are paramedics, police officers and fire fighters. 11
  12. 12. JIBC brand story They are sheriffs who protect the courts, and correctional and probation officers who supervise offenders and reintegrate them into the community. 12
  13. 13. JIBC brand story They are emergency management specialists who prepare responses to major emergencies and disasters. 13
  14. 14. JIBC brand story They are counsellors who help people recover and heal. 14
  15. 15. JIBC brand story And in countless agencies, organizations and companies, you’ll meet confident, committed people who turned to JIBC to help them develop their capacity to lead, negotiate and facilitate. 15
  16. 16. JIBC brand story Their work is active: they respond and protect, they lead and negotiate, they prevent and prepare, they investigate and inspect, they help and heal. 16
  17. 17. JIBC brand story With their specialized knowledge and training, JIBC graduates ensure that communities and organizations are resilient and ready. 17
  18. 18. JIBC brand story JIBC scholars add to that knowledge base with applied research. Their discoveries and solutions contribute to best practices in the field, inform public policy, and keep JIBC courses up-to-date. 18
  19. 19. JIBC brand story JIBC courses are innovative and practical. We emphasize hands-on, experiential learning through simulations and scenarios – learning embedded in action. Our instructors are seasoned professionals who share relevant experience. 19
  20. 20. JIBC brand story Whether you take one course at JIBC, or earn a bachelor’s degree, you acquire something important: a feeling of readiness. Of being ready to do important work, and ready to make a difference. 20
  21. 21. JIBC brand story Readiness is a demanding state, achieved through hard work and commitment. It requires technical knowledge, as well as teamwork and communication skills. It’s competence and confidence. 21
  22. 22. JIBC brand story Readiness is also about trust. Trust in yourself and in your colleagues. And the trust that people place in you. If you work in public and community safety, you earn that trust every day. 22
  23. 23. JIBC brand story You deal with real people in real life situations. 23
  24. 24. JIBC brand story Your work is challenging. Not everyone has what it takes to do what you do. Not everyone wants to. 24
  25. 25. JIBC brand story But it’s the work you’ve chosen. You have the passion for it. And you’re proud of what you do. 25
  26. 26. JIBC brand story You are the one who responds first in an emergency. 26
  27. 27. JIBC brand story You are the one who prepares for situations that others prefer not to imagine. 27
  28. 28. JIBC brand story You are the one who helps people heal and recover after the damage is done. 28
  29. 29. JIBC brand story You are the one who finds common ground and leads people through change. 29
  30. 30. JIBC brand story You are the one who is committed. 30
  31. 31. JIBC brand story You are the one who is ready. 31
  32. 32. JIBC brand story – brand essence Our brand essence is the purest distillation of our brand story. It’s the shortest, most compelling concept that captures the single intangible attribute that we provide to all students and clients. 32
  33. 33. JIBC brand story – brand essence It’s what we’re all about. It’s what differentiates us. It’s what we do better than anyone. It’s our value proposition. Needs to be: • true, meaningful • Valuable 33
  34. 34. JIBC brand story – brand essence Readiness. 34
  35. 35. JIBC brand story – brand essence Competence: Problem solving, critical thinking, independent learning Confidence and Pride Leadership Readiness. Teamwork, interpersonal relations Trust Communication, info rmation literacy 35
  36. 36. Logo 36
  37. 37. Logo – current primary 37
  38. 38. Logo – current secondary (restricted) 38
  39. 39. Logo – proposed refresh: 39
  40. 40. Fonts Current logo font: Berkeley old style 42
  41. 41. Fonts – new 43
  42. 42. Tagline 44
  43. 43. Tagline – current 45
  44. 44. Tagline – criteria: • • • • • • Congruent with who we are and what makes us special and relevant Describe the brand essence (readiness) Impart positive emotional valence to the brand Signal a competitive spirit Simple, neat, crisp Believable, ownable, campaignable 46
  45. 45. Tagline – proposed new: 47
  46. 46. Printed collateral 50
  47. 47. 51
  48. 48. 52
  49. 49. 53
  50. 50. 54
  51. 51. Promotional campaign 55
  52. 52. Promotional campaign A creative expression of our brand story, in the marketplace, that allows us to get noticed and build awareness. It should engage people and prompt them to check out what we have to offer. 56
  53. 53. JIBC promotional campaign • Needs to be compelling at a personal level: touch emotions and imagination. • Needs to be congruent with our brand story, brand essence. 57
  54. 54. JIBC promotional campaign theme Be the one. 58
  55. 55. JIBC promotional campaign theme Please note that in the following mock ups, the images used are just placeholders. In order to deploy the campaign, we will acquire new images to better portray the roles described. 59
  56. 56. 60
  57. 57. 61
  58. 58. 62
  59. 59. 63
  60. 60. 64
  61. 61. 65
  62. 62. What do you think? 66
  63. 63. Share your feedback Leave comments on this slideshare presentation Leave comments on the JIBC Communications & Marketing blog intranet.jibc.ca / Our JIBC / Communications & Marketing (employees only) Email communications@jibc.ca Thank you!