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As Australia’s largest education provider, the NSW Department of Education embraced a dramatic re-brand to market their world-leading schools to overseas students.

Recreating the DE International brand required a stronger connection with students, but also their parents and career advisors. Academic excellence, the Australian lifestyle and strong career pathways needed to be portrayed in a contemporary brand overhaul, that projected a well-rounded international education.

Our challenge was to rebrand their recruitment collateral with a less corporate look. We took inspiration from a student’s journal or scrapbook, where photos, handwritten notes and ephemera playfully interact with lined paper, machine code and other textures. Living up to our name, we used bold complementary colour schemes to create a distinctive look that will stand apart from competitor brands.

The rebrand was extended to all aspects of international student recruitment, including stationery, exhibition displays and flyers. Working closely with the department’s technology team, we designed a new fully-responsive website, incorporating a series of creative collages into a content-rich site, reassuring our audience of the success and wellbeing of future students. Feedback from the recruitment team has been positive with student guides now translated into 10 languages.

With many stakeholders involved in the lengthy application and placement process, DE International were seeking to create a digital portal to increase efficiency and create transparency. We designed an interface for the portal that demystified the approval process and improved the user journey for international students, local schools and staff.