Human motivators and needs
Direction setting
Action and activation
How might we build a more modern look and feel without changing our logo to better connect with members?
The AEU is one of Australia’s largest and most influential education unions, passionately advocating for the interests of education professionals, encompassing teachers, support staff, and educators across diverse education sectors. This includes public schools, early childhood education, and vocational education and training.
Rowdy was initially commissioned by the AEU to set a direction for their marketing and communications efforts, with a particular emphasis on their valued members. A key recommendation from this strategy was a modernisation of the brand without changing the logo, strengthening AEU’s connection with members and stakeholders, ultimately enhancing its impact and relevance.
Building upon the insights from the strategy, rowdy developed suitable brand options. These options underwent rigorous testing across different audience segments, leading to refinement and culminating in the present brand. Accompanying this brand fresh was a comprehensive brand guide and a roll out of the new brand to corporate items including stationary, templates, signage, membership forms and merchandise, collectively weaving a consistent and compelling story for AEU.
In the spirit of reconciliation Rowdy acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
