Ambition in Action

Ambition in Action Passionate Preferred “Sydney Institute really cares about what it does and how it directly relates to me” Influential “Sydney Institute has the power to change lives, the community and the economy” First rate Professional “Sydney Institute is on the pulse and acts in a professional way” Capable “Sydney Institute knows how it’s done and can show me how” The best Progressive Ambition in Action

New Visual Identity Workshop /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?

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’?

Ambition in Action Questions /What do you need to be a ‘brand advocate’? /What are your challenges to being progressive?

Ambition in Action Why is a brand important? /Stands out from the crowd /Communicates consistently /Builds our reputation /Creates an emotional connection /Highlights our point of difference /Embodies our vision

Ambition in Action What is this? /What do you know about who I am and what I do?

Ambition in Action What is this? /What do you know about the company that makes this?

Ambition in Action Google Google is my friend! Google is my best friend! [copywriter, Turkey]

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]

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.

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?

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. ’

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. ’

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

Ambition in Action Question /How can we be progressive – promote ourselves differently?

Ambition in Action Brand Identity Guidelines Minimum size Minimum logo size Minimum logo size within the grid element PositiveNegative

Ambition in Action Brand Identity Guidelines Co-branding framework

Ambition in Action Brand Identity Guidelines Typography Headings in: Luxury Text Roman or Times New Roman Body text in: Gotham Book or Arial

Ambition in Action Brand Identity Guidelines Colour Palette Sydney Institute corporate colour palette College colour palettes

Ambition in Action Brand Identity Guidelines Design system

Ambition in Action Brand Identity Guidelines Incorrect Correct

Ambition in Action Brand Identity Guidelines Incorrect 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^

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

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

Ambition in Action Ambition in Action