Addressing SA’s unemployment crisis through education
The shift in South Africa’s education landscape has been driven by necessity. It’s no secret that South Africa has a massive youth unemployment problem. According to the latest figures, 44.3% of South Africans aged 25-34 are without a job. And with emerging technology such as AI reshaping the world of work and threatening jobs previously regarded as secure, future-focused education is more important than ever.
“Education will always be relevant,” says Thabang Butelezi, Marketing Executive at Emeris. “People should never give up their ability to think. Formal education gives you tools and structure to thinking, moving it away from being random and messy to more organised. As a human, you can contextualise things in a way technology cannot – that can be the difference between success and failure, especially when you have to sell something to other humans.”
Branding that means business
This workplace-ready approach to education is reflected in the new Emeris brand identity. The brand purposefully moves away from the concept of universities as being grounded in theory and tradition. Its fresh, modern feel is more “business campus” than “college campus”.
It reflects a future where education is adaptable, future-focused and grounded in practical application, echoing the Emeris curriculum which is designed around real-world needs.
“I think it will get parents in particular to at least relook their thoughts on where their kids should go for their tertiary studies,” says Butelezi. “We didn’t try too hard, which may seem strange, but I think it was right, given the position private tertiary education holds in people’s minds at the moment. We respected that to start the shift and didn’t act like a rebrand has fixed everything. We dealt with reality – not what we hoped or wished the situation to be.”
Bringing the brand to life
“The category has been stuck in an outdated narrative, where private education is seen as second choice,’” said Rita Doherty at VML South Africa, the agency that worked with Emeris to develop its new identity, name, logo and marketing campaign. “In reality, the most future-fit education models are already more applied, more intensive, and closer to the world of work. Emeris is built on that truth.”
The brand identity also needed to reflect the evolution of Emeris from well-known and respected individual colleges to a combined entity and emphasise the real-world relevance of Emeris degrees.
This was achieved by using colours and design elements to create an unexpected visual identity that feels more like a tech company than an education brand. The website copy retains the clear, straightforward messaging of a college, avoiding an overly academic tone. Meanwhile, social media and ad campaigns have more of a university feel. The name also gives a nod to university traditions by combining two Latin words: “Ephemeris” (the trajectory of celestial objects) and “Emeritus” (merit and earned success) to signify the individual path to achievement.
Heading into the second quarter of the Twenty-First Century, there is a lot of uncertainty around job security and what the workplace of the future will look like. Forward-thinking educational brands that are willing to adapt to changing demands will be essential to ensure students are adequately prepared.
