As part of a recent PSA project with the eThekwini Transport Authority (ETA) around the Communication, Public Participation & Marketing of a proposed new inner city bus service, PSA participated in the annual Brand Challenge held by Vega Brand Communications School.

The annual Vega Brand Challenge gives local business an opportunity to expose their brand to spirited, young minds. 3 student teams solely focussed on the brand for 5 weeks. Each team consisted of strategists, designers, art directors, multimedia specialist and copywriters.

The students engaged in field and desk research, strategy development and full 360 degree creative communications development.

For the 2008 Brand Challenge, students were briefed by PSA on Friday 22 August 2008, coached over the 5 week period by their senior lecturers and PSA and a final client presentation was made on Friday 19 September 2008.

Although the complexity of the challenge was daunting at first, the students produced work of a very high standard which was well-received by the ETA as additional options to those submitted by PSA’s professional team. Elements from each student proposal have been included in the overall final strategy submitted to the ETA by PSA.