Innovative Learning in Action: Branding Class Partners with Rcyte Strategy Studio

Dr. Shihanah AlMutairi recently collaborated with Rcyte Strategy Studio, founded by alumnus Maitham Al-Sarraf, for her branding class’s end-of-term project. Rcyte developed a fictional yet detailed narrative around an energy drink called Solace, which served as the foundation for the project. This initiative required students to work in groups, acting as branding agencies to conduct an in-depth brand audit. Their tasks included evaluating Solace’s brand awareness, differentiation, and emotional connection with its target audience. By bridging theoretical branding concepts with real-world applications, the project provided students with invaluable practical learning experience.

Students were given three weeks to complete the project, culminating in comprehensive group presentations. Among the participating groups, ADS Group stood out for their exceptional performance. Comprised of Aamnah Al-Qatami, Dana Khalifa, and Saba Bsaiso, the group was recognized for their innovative analysis and strategic recommendations. Their outstanding work earned them certificates of achievement awarded by Rcyte.

This partnership also marked the launch of Rcyte’s Beyond Aesthetics Program, an initiative designed to move participants beyond superficial branding elements and toward deeper conceptual and strategic narratives. This aligns seamlessly with the College of Business and Economics’ commitment to innovative and experiential learning approaches. Furthermore, it highlights the College’s dedication to fostering meaningful connections with alumni, bridging the gap between industry and academia.

Collaborations like this not only enrich student learning but also reflect the success of alumni in giving back to their alma mater. By engaging with industry experts, the College continues to provide students with valuable opportunities to apply academic knowledge to real-world challenges, setting a strong precedent for future partnerships.