Building cultural intelligence

What was keeping them awake at night?

FiE (Foundation for International Education) are study abroad providers for American colleges and universities. They offer culturally immersive programs for young American students, many of who have never been abroad.

With expectations higher than ever, FiE felt their brand was generic, outdated and not distinctive enough to compete. The new brand needed to demonstrate FiE’s differentiated approach of ‘immersive education’ and capture the attention of a student pool who are effectively spoilt for choice.

How we helped

Our co-creative process instilled the necessary organisational confidence to drop the long hand name and simply move forward as FiE. Being a smaller player and a local expert is now a point of pride.

FiE are all about life-changing study abroad experiences, where students live like locals in world-leading cities. And the new brand communicates this difference in a way that engages with Gen Z and their parents.

The new visual brand, expresses how FiE redefines the classroom to open minds and futures. It's all about making your own experience in study abroad. Exploring different perspectives. And importantly building cultural intelligence.

‘’Spencer du Bois were a joy to work with – a highly intelligent, hyper creative, fun, hardworking team who threw themselves enthusiastically into the project and came up trumps every step of the way. Nothing was too big an ask, and their can-do, collaborative approach resulted in an exceptional finish. We are more than delighted.’’

John Pearson, Operations Director