AIS Brand Gets a Makeover
AIS St Helens is no more. Following an extensive brand audit and rebranding process, we have emerged with crisp new branding, a new set of guiding values and we are now known as Auckland Institute of Studies, or simply AIS.
For six weeks over July and August last year Auckland branding agency, The Fount, were engaged to conduct the brand audit. Hundreds of internal and external stakeholders including students, alumni, directors, managers, agents and staff were interviewed and surveyed.
The audit confirmed that there is considerable good will toward the institute and a large amount of brand equity exists, particularly amongst the extensive overseas agent network which has been such a key part of AIS’s success over the last 24 years.
Four guiding values have been proposed as a result of the brand audit: Quality Education, Individual Focus, Supportive Environment, and Real World Success.
“These four values have really allowed us to develop consensus and have been a great tool in facilitating decision making and sharpening up our communications. In terms of positioning they make the most of our strengths – at AIS we pride ourselves on the high levels of individual attention our students receive and we work hard to provide an environment where they feel comfortable during their time with us. We also ensure they receive a quality education which will serve them well and give them choices in the future,” says Shane Ball, Marketing Manager at AIS.
The new branding is crisp, clean, and contemporary, featuring the red and black colours which have always been associated with the Institute – but with a splash of orange to differentiate from a Canterbury identity. The traditional academic logo has been modernised and the name simplified to clearly identify the institution and its location. St Helens Campus now bears the name paying homage to the property’s previous incarnation as St Helen’s Maternity Hospital. A photo shoot was conducted and resulted in a new and more intimate approach to the institution’s photography, revealing a commitment to the Individual Focus value.
“We have emerged refreshed and rejuvenated from the rebrand and are looking forward to taking on the challenges facing us in 2014 with a renewed sense of self confidence.”