Authentic engagement, everyday

To reflect the language of ‘engagement’ used locally and champion the profession, IAP2 Australasia engaged Principals to evolve the brand.

The progressive and warm brand is equally comfortable in board rooms and community halls. Its ingredients include a new name, Engagement Institute and strategic brand idea, ‘The Confidence Engine,’ capturing the power of engagement to build confidence.

The defined personality is an ‘Approachable authority.’ An infinitely versatile design system stretches effortlessly from white papers to training and socials.

The letterforms ‘e’ and ‘i’ within a distinctive monogram are interlinked to symbolise connection, collaboration and confidence all-round. Using an earthy colourpalette, bold graphic shapes build into endless patterns. Photography puts the spotlight on real people driving better outcomes. The system includes accreditation and membership badges and the Engagement Institute logo sits comfortably alongside IAP2 (Co-branding rules now need to be formalised).

The new brand channels the ambition, passion and warmth of engagement professionals who are at heart, “people people.”

Naturally, stakeholders and members were a big part of the brand journey, and they’ve embraced the brand wholeheartedly.