ACG started 21 years ago as an innovative, Auckland-based private college.
Today, it’s one of our nation’s education heavyweights – with 17,000 students and 1,000 staff in preschools, schools, and vocational colleges all over New Zealand, Indonesia, and Vietnam.
Despite being an industry leader, ACG’s brand hadn’t been reviewed in more than a decade. It was lacking an umbrella brand proposition. It didn’t have a brand story. And its architecture was complex. Moving into the next decade, it needed to reflect the dynamic energy, heart, and future focus that ACG Education is all about.
We developed a brand family structure, new brand proposition, value set, and brand story for the ACG Education master brand. We reinvigorated the brand identities and position of ACG Schools and ACG Pathways. And during the process, we renamed the vocational arm of ACG as New Education Group – giving it a new visual identity and its own proposition.
ACG now has an outstanding brand architecture – fitting for the education sector market leader.