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A TAFE Gippsland teacher showing a student how to dry a clients hair
  • Brand audit
  • Brand strategy
  • Brand voice
  • Digital
  • Motion
  • Visual identity

TAFE Gippsland

‘Federation Training’ had lost its identity and its connection with local communities, industries and people. Gippsland wanted its TAFE back – a stronger, better and bolder TAFE.

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.

Diagram exploring TAFE Gippsland's brand tone as part of the identity development
TAFE Gippsland's brand purpose – text image 'Transforming lives, businesses and communities across Gippsland' on dark green.

TRANSFORMING LIVES
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.

The new identity – A white TAFE Gippsland logo on a dark green background
The three colour families of the TAFE Gippsland identity – Green, Magenta and Orange
Campaign image for TAFE Gippsland identity launch. Text image 'Turning talents into trades' on green

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.

A sedan with the front wrapped in dark and light green, and the TAFE Gippsland logo on the side
Dark green signage for Building 2 outside a building on campus, showing the new TAFE Gippsland identity
A collection of business cards for TAFE Gippsland, redesigned as part of the new identity
A billboard for TAFE GIppsland with an image of a chef on one side and a tasty salad on the other. It says 'Ready for a taste of something new'
Quote from Grant Radford the CEO of TAFE Gippsland
A woman standing in a grassy area holding a TAFE Gippsland canvas bag that says 'Bags of potential'
A orange takeaway cup with 'wake up and smell your potential' from the TAFE Gippsland identity launch
A purple widow decal for TAFE Gippsland with the text "Inspiring transformations in progress" using the new identity.
A spread and the folded cover of the TAFE Gippsland broadsheet, used as part of the identity launch.
Green cover of the 2019 Course Directory for TAFE Gippsland, with the image of a male student using a computer revealed by a folded corner

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.

Next: Making the invisible visible