Ambition
in Action
Ambition in Action
The best
Ambition in Action
Progressive
Preferred
“Sydney Institute really
cares about what it does
and how it directly
relates to me”
Passionate
Influential
“Sydney Institute has
the power to change
lives, the community
and the economy”
First rate
“Sydney Institute
is on the pulse
and acts in a
professional way”
www.sit.nsw.edu.au
Professional
Capable
“Sydney
Institute knows
how it’s done
and can show
me how”
Ambition in Action
New Visual Identity Workshop
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Welcome
Why a new visual identity?
What is a brand and why does it matter?
What is Sydney Institute's brand story?
What are the visual identity guidelines?
What does any of this mean to you?
www.sit.nsw.edu.au
Ambition in Action
Welcome
/ Consistent approach
/ All types of communication
/ Challenge old ways, question:
‘Am I being progressive?’
‘What’s best for the customer?’
/ Learning together, helping each other
/ Will you be a ‘brand advocate’?
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Ambition in Action
Questions
/ What do you need to be a ‘brand
advocate’?
/ What are your challenges to being
progressive?
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Ambition in Action
Why is a brand important?
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Stands out from the crowd
Communicates consistently
Builds our reputation
Creates an emotional connection
Highlights our point of difference
Embodies our vision
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Ambition in Action
What is this?
/ What do you know about who I am and
what I do?
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Ambition in Action
What is this?
/ What do you know about the company
that makes this?
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Ambition in Action
Google
Google is my friend!
Google is my best friend!
Google is my best friend!
Google is my best friend!
[copywriter, Turkey]
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Ambition in Action
Apple iPod
Wherever I go, as long as my iPod is right
there with me, I rock.
It’s not just latitude. It’s attitude.
It’s got the look of LOVE.
[Executive USA]
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Ambition in Action
Brand associations
/ You have just identified some of the
biggest brands in the world
/ You have shown you have strong brand
associations with each AND
/ You make value judgements about these
companies without thinking about it.
/ You know the companies and their brand
stories.
www.sit.nsw.edu.au
Ambition in Action
TAFE NSW – Sydney Institute
/ Your customers and potential customers
make a value judgement, based on brand
stories, when they see this!
/ What do you think they think about us?
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Ambition in Action
What our customers say
‘ Studying at TAFE connected me to the
working world. The training was
personalised, up-to-date and relevant.
I can now see my career. ’
www.sit.nsw.edu.au
Ambition in Action
Our brand story
‘ Sydney Institute is always moving
forward, thinking about the future –
it opens my eyes to what a career is and
what I can be. ’
www.sit.nsw.edu.au
Ambition in Action
Our key messages
/ Progressive – being the best
/ Professional – teachers with know-how
/ Capable – real world connections
/ Passionate – inspiring achievement
/ Influential – power to change lives
/ Ambition in Action
www.sit.nsw.edu.au
Ambition in Action
Question
/ How can we be progressive
– promote ourselves differently?
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Ambition in Action
Brand Identity Guidelines
Minimum size
Minimum logo size
Positive
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Minimum logo size within the grid element
Negative
Ambition in Action
Brand Identity Guidelines
Co-branding framework
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Ambition in Action
Brand Identity Guidelines
Typography
Headings in:
Luxury Text Roman or Times New Roman
Body text in:
Gotham Book or Arial
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Ambition in Action
Brand Identity Guidelines
Colour Palette
Sydney Institute corporate colour palette
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College colour palettes
Ambition in Action
Brand Identity Guidelines
Design system
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Ambition in Action
Brand Identity Guidelines
Incorrect
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Correct
Ambition in Action
Brand Identity Guidelines
Incorrect
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Correct
Ambition in Action
Resources (^on SydNET)
/ FAQs on the new brand^
/ The brand pyramid ^
/ Key findings from mra ^ & Frost ^
/ Marketing, key messages & brand story ^
/ Marketing material checklist^
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Ambition in Action
/ Effective writing ^
/ Marketing materials procedure/flowchart^
/ Example of a template ^
/ VETAB Advertising Guidelines ^
/ Promotions and Marketing Services
/ Authority to publish form ^
/ Advertising booking request form ^
/ College/Institute visual identity style guide
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Ambition in Action
Where to from here?
/ Website re-branded
/ Hands-on training on templates for the
users
/ Hands-on training on effective writing
/ Online digital asset management and
printing
/ Progressive marketing strategy
www.sit.nsw.edu.au
Ambition in Action
Ambition
in Action
www.sit.nsw.edu.au