REBRAND:

Rebranding
the Gold Standard of Governance

CLIENT:

Australian Institute of Company Directors

LOCATION:

Sydney, Australia

The Australian Institute of Company Directors is the gold standard for corporate governance. It has a huge, international membership consisting of mature, senior leaders. The brand is well respected, professional and intelligent.

However in an ever growing digital world, the look and feel that worked well in newspapers and posters, did not translate well on digital platforms. It was becoming stale and outdated. A rebrand was needed to help modernise the brand and stand out online.

Corporate is not boring

The brand was losing relevance in a digital context. I developed the brand strategy for this project. I was determined to prove that a professional, premium, corporate brand can look vibrant. The logo mark was revitalised, an elegant font pairing was introduced and a dynamic pattern was developed.

A dynamic identity

The diversity behind AICD’s work was the inspiration of the visual identity system – it’s advocacy for indigenous leaders, women’s rights and not-for-profits. I held a number of collaboration sessions with my talented design team. We put our heads together and developed a series of vibrant patterns which stood out on digital platforms. The patterns were used to help organise the brand from education to advocacy.

Launching it into the world

After the concepts were signed off, the final phase was to roll out the brand. First there was an internal campaign to unveil the rebrand to staff across the Australian & Pacific offices. I art directed a series of videos and email communications introducing staff to the new brand, how to use it correctly and the importance of staying on brand. Secondly, the new brand was announced on social media to our external audience and the website was relaunched.