Background
Anecdotal evidence suggested that people were confused by the AISV brand name and often mispronounced it, or misunderstood their core offer. Their existing branding and communications represented them as governmental and created a barrier to connect with the evolving needs of parents who sought holistic educational experiences for their children.

Creative Strategy
Generally, independent schools were seen as either 'alternative' or 'elitist'. Our recommendation was for the AISV brand to play a leading role in changing this public perception to 'diversity and choice'. In order to do this we suggested they change their name to Independent Schools Victoria and own this territory.

The new brandmark presents Independent Schools Victoria as the voice of the independent school sector and signifies a two-way conversation and dialogue between Independent Schools Victoria and their varied stakeholders. The new visual identity is more open and accessible than previous and makes use of more emotive imagery. This effectively repositions the brand to play a significant role in attracting parents to the independent school sector.

Outcomes
Members have overwhelmingly supported the new positioning and visual identity. The brand is clearly differentiated from the Catholic and Public education sectors and more clearly communicates the diversity of the members represented.

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