How brand can help in the evolution of an organisation's scope
Perception is everything. ‘New Zealand Universities Academic Audit Unit’ was a terrible name from the outset. It didn’t convey their value and made them sound like a quasi government department. Their identity and brand were equally uninspired.
Through workshops we helped them unpack and communicate their real mandate as assessor, mentors and sounding boards that help New Zealand Universities maintain their quality of education, set goals for the future and assess their performance against them and other universities.
Their new self-selected name of ‘Academic Quality Agency’ was a perfect match for their expanded mandate we helped them articulate. We combined these ideas into a new brand and rolled out their identity to represent all we’d created together.
This was an incredibly gratifying project and radical transformation.
Prompted by a change of name, we engaged Wonderlab to develop a new visual identity. While we’d heard that Wonderlab were easy to work with, we wondered if we were going to be pushed in a direction we didn’t want to go. The reality was very different. Cam and Leyla put us at ease at once. We felt listened to and our appreciation for their pragmatic approach and professional process continued to grow. They came to understand intimately what we are about. The rebrand of our agency has not only refreshed our visual identity; it has also refreshed our organisation. We are now keen to highlight not only our new look but also the uniquely appropriate meaning behind it. We connect with that meaning and in doing so reconnected with our purpose and our audience in a new way.
– Heather Kirkwood, Quality Enhancement and Communications Manager, AQA