2011 Winners & Shortlists

Brief Explanation

With so many competent regional universities growing in stature, AUS was beginning to lose its special point of difference. The choice of educational faculty destination for potential candidates was now quite broad. How would AUS take share of mind. Visually, AUS did not stand out, and so was not living up to its premium status. Its current identity scheme had become tired, extremely messy, unappealing and difficult to navigate. How could AUS remain premium yet appear differentiated and relevant to its audience.

The Brief

Our client briefed us to review the AUS brand identity, along with its applications and collaterals. Derive a brand positioning and communication strategy to drive the look and feel. Refresh the brand’s identity and create a new visual language to help differentiate the brand from its competitors in the region.

How the final design was conceived

From a visual strategy driven by the concept theme of 'Encyclopedia Academia', we created a language of 'smart visual communication' which was all about a more novel and lateral way of using imagery. We created a 'glossary' of everyday objects that were photographed, representing colleges, courses, events and programs. Each object interpretation was intended to be a surprising visual metaphor of the core essence of the each title. With the juxtaposition of each title and object, every image took on a new meaning that at first glance seems unusual. However, the quirky visual interpretations make them relevant and very arresting.

Indication of how successful the outcome was in the market

The visual concept is now going to be implemented across all brand communications from website to internal corporate communications. The feed back from the new visual language has been positive, and has been very well received by the student body. The initial set of 50 photographed objects, is now being planned to be extended to over 300 images.