AIM WA Brand Rejuvenation

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The Australian Institute of Management WA is the leading management and leadership development organisation in Western Australia. Reason for change The Australian Institute of Management WA wanted to move beyond just performance improvement and training to align more closely with the aspirations and changing needs of its corporate and professional members.

The Institute was also looking to refresh its brand and marketing communications to bring uniformity and distinctiveness across all of the digital and physical channels used to interact with its members.

Whilst working at Mindfield, Mindfield began by auditing the Institute’s marketing and member communications to identify new opportunities to optimise and improve effectiveness. A new tagline ‘Where will AIM WA lead you?’ was created to reposition the brand, and then all of the Institute’s brand, marketing and advertising communications were redesigned to better engage with members across every interaction. Mindfield then executed a comprehensive brand rollout strategy and continues to work with the Institute to optimise its branding and marketing as a brand partner. Today, the AIM WA brand is maintained and developed in-house.