tc global

Education Beyond Borders

SECTOR

Education

SERVICES

Positioning

Narrative

Visual Identity

Strategic Mantra

Visual Extensions

Manifesto

Event Branding

Employee Induction

Context

The Chopras Group, the pioneer in global education, has been guiding students towards top universities abroad since 1995. With a legacy of over two decades, they have made studying abroad more accessible, empowering countless individuals to embark on life-changing educational journeys. Now, they were ready to once again redefine the future.

Driven by a bold vision, The Chopras set out to disrupt the sector, reinvent themselves, and reimagine a new model of global education. This transformative model would unlock a world of possibilities, combining physical assets, cutting-edge technology, and powerful global partnerships.

Our Approach

Together, we embarked on a journey to distil the core values that defined The Chopras’ legacy and to articulate a renewed purpose and vision for the future; a future where education knows no boundaries, where every student can belong to the world and embrace their role as global citizens.

Name and Mantra

As part of this transformation, we proposed a change in their name – a shift from a family name to an institutional, global identity – from The Chopras to TC Global. Alongside a strategic mantra, we crafted a new, modern, and digital-first visual identity that reflects the dynamism and forward-thinking nature of the evolving brand. The mantra – Be Borderless – evokes the future of global education – a sense of belonging to the world.

Visual Identity and Visual Language

The logo, inspired by the concept of a fountainhead, embodies the spirit of revitalisation and renewal. Flowing lines radiate with energy and youthful idealism, symbolising the never-ending quest for knowledge. ‘The Fount’ stands as a powerful expression of optimism, new beginnings, and the boundless potential that lies ahead.

This distinctive visual language extends to a comprehensive set of icons and graphics, forming the foundation of TC Global’s unique identity. The fount itself becomes a forward arrow, a symbol that encapsulates the essence of the brand. This visual language permeates across multiple media, immersing audiences in the transformative world of TC Global.

The New Look

The unveiling of TC Global’s new identity took place at the GEI (Global Education Interact), a prestigious university fair drawing thousands of students and parents. The venue was rich in vibrant red hues, with branded standees, backdrops, and booths. An inspiring film showcasing the new identity and the fount as the star played in the background, filling the atmosphere with anticipation and excitement. The event also featured meticulously planned merchandise and giveaways, including diaries, bottles, totes, and brochures, serving as reminders of TC Global’s transformative mission.

Employee Onboarding

With the transition complete, TC Global set its sights on building a team of tech-savvy, globally-minded individuals who embody the values of the new brand. To ensure a seamless onboarding experience, we crafted an induction program that is informative, inspiring, and interactive. This experiential program equips new team members with the necessary tools and knowledge, empowering them to hit the ground running. It is designed to foster a sense of ownership and responsibility, while providing the support and resources needed to thrive.

Following a successful pilot phase, the program was refined to become the gateway for every new addition to the TC Global family. It welcomes them into a borderless world, a realm where opportunities know no limits and where they play a vital role in shaping the future of education.

TESTIMONIAL

…we wouldn’t have been where we are today without the phenomenal work you and your team have done since day one. C&R is as much a part of TC Global as any other core team in our company, if not more, and we look forward to a very strong future together. At the end, we are only just getting started, and have a long road ahead of us in which we have the pleasure of having you as a strategic partner!

SHAN CHOPRA

Chief Brand Strategy and Community Partner