Setting the agenda in the boardroom

How we helped the Australian Institute of Company Directors find its voice.

 

BY CLIENT

BY DISCIPLINE

BY INDUSTRY

Australian Institute of Company Directors


The Australian Institute of Company Directors is Australia’s leading professional association for current and aspiring directors. Committed to raising the bar for best practice in the boardroom, Australian Institute of Company Directors has provided its members with a wide range of internationally renowned executive education courses.

In spite of the fact that Australian Institute of Company Directors has been responsible for nurturing many of Australia’s top company directors, its reputation has been pigeon-holed as an exclusive “club” with conservative overtones, dedicated only to directors of large, corporate boards.

What’s more, the recent boom in small to medium-sized enterprises (SMEs) has changed the landscape of corporate Australia, both inside and outside of the boardroom. Under pressure to be more responsive to the full suite of issues facing directors, Australian Institute of Company Directors has taken this opportunity to revitalize its identity.

Through a detailed program of analysis and brand valuation, we revealed the full potential and depth of Australian Institute of Company Directors’ offering — one that was hidden beneath the weight of a conservative exterior and a history of unclear and weak communication.

We used our key insights to inform a creative solution that would help Australian Institute of Company Directors communicate more effectively to members. We took our inspiration from the world of newspapers, journals and publications and created a contemporary illustration style that uses an editorial wit to capture modern business language, confront conventions and subvert clichés.

By injecting an intelligent balance of wisdom and humor, we were able to broaden Australian Institute of Company Directors’ presence and appeal, without losing sight of its enduring vision.

Successfully repositioned as an organization for directors, by directors, Australian Institute of Company Directors can now look to the future as the voice of the boardroom for yet another generation.