WINNING BACK GIPPSLAND
With a clear outline of the problem we needed to solve, we set out to win back the hearts of the people by uniting the diverse Gippsland region and its multiple TAFE campuses. Working closely with the brand and marketing team, we undertook interviews, workshops and research with students, employees, industry, government, schools and the broader community to shape the next chapter together.
We articulated a brand purpose that reflected how passionate everyone was about the role of TAFE – To change people’s lives through education. We then built upon this to create the brand idea of ‘transformation’, which resonated with teachers and students alike.
A BRAND NEW TAFE FOR GIPPSLAND
The new identity starts with a new name, TAFE Gippsland, and a new logo. It’s simple and bold, grounded and honest, with reversed A’s that visually represent transformation. A ‘page turn’ device serves as a recurring master graphic, positioning TAFE as a gateway to a world of exciting possibilities. And the vibrant colour palette, injecting youthful energy into every design, illustrates the diversity of the students, courses and region.
BRINGING THE IDENTITY TO LIFE
Together, these elements form the foundation of a compelling brand, full of colour, ambition and personality. The photography is real and relatable, and the design is dynamic and contemporary. The type is bold and the is messaging empowering, using language in a way that feels at once aspirational and accessible.
To evolve the user experience across TAFE Gippsland’s physical ecosystem, we partnered with wayfinding experts Isovist. Together, we created a well-considered and effective signage system that allows students, teachers and visitors to navigate the 12 campuses with ease.