PROJECT: Re-name an online university.
TRIDENT UNIVERSITY: A three-pronged featured widely in mythical, historical and modern culture.
BRAND POSITIONING: TUI, an online university founded in 1998 that serves all members of the U.S. military, needed to differentiate themselves from an old TUI entity they had split off from, and they wanted a more evocative name that reflected their spirit. But they also needed to retain the acronym “TUI” in respect to all their alumni with degrees from TUI. The new name, Trident University International, perfectly captures their spirit, fits well with their mission and constituent military community, and satisfied all the functional requirements of the project.
VISIT: Trident University