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Brand strategy
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Vega Brand Challenge: New perspective on building the TEDxCapeTown brand

The team behind TEDxCapeTown have been looking to take the brand to the next level, so we felt both pleased and honoured when the opportunity to participate in Vega’s annual Brand Challenge came along.

Brand Challenge is a real life project that engages multidisciplinary student teams comprising of Strategic Brand Planners and Managers, Digital Marketers, Visual Communicators, Multi-media Designers and Copywriters in the development and execution of original and meaningful solutions to real-life brand challenges.

Vega, an educational brand of The Independent Institute of Education, was formed in 1999 in anticipation of the shift in the global paradigm away from conventional marketing and advertising toward a synchronous cohesion of design, branding and business. With the reconfiguration of traditional platforms and the emergence of new ones, it is the art, craft, and science of branding that has become the universal language of the marketplace. Think of brands such as Google, Greenpeace and Apple - brands are far more than letters and logos but powerful cultural forces shaping the world as we know it.

As a result of this seismic shift in the industry landscape arose an urgent need to educate South Africa's most talented young minds in preparation for this brave new world. A new school of thought was called for and Vega answered that call. With branding being the DNA of Vega, the school is ideally positioned to meet the rapidly growing needs of industry by supplying students with the conceptual, strategic and practical skill-sets required to rise to the challenge of the future. 

Brands find immense creative and strategic value in participating in the challenge, which offers limited space, and the fact that TEDxCapeTown was selected to participate as a pro bono client, was an honour.