This Fresh From The Field features a playful rebrand with a nod to the Bauhaus aesthetic for Whitecliffe College. Owned by Asia Pacific Education Group (APEDU) Whitecliffe has campuses in Auckland Central, Manukau, Wellington and Christchurch, and offers a highly-respected suite of arts, design, fashion and IT programmes from certificate through to postgraduate levels.
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Darryn Melrose, CEO for Whitecliffe College, the driving force behind the College’s rebrand, wanted the brand to reflect school’s new vision of being globally recognised for developing students as critical and creative thinkers.“Our vision is ambitious and is not contained within the boundaries ofNew Zealand,” says Melrose.
“What many employers across a range of sectors are telling us is that they want the graduates they hire to be more creative. Our strength is in shaping and stimulating the creative abilities of students and we look forward to a future where we can deliver to a wider range of employers than today.”
Thinking differently means getting curious, challenging norms, and breaking the mould. It’s being brave enough to try another way, to be bold, and create something surprising. Different is curious, different is brave, and different will lead us forward.
Whitecliffe knew they needed to do something bold. With a multitude of options available to students, figuring out life after high school has become quite a challenge. We unpacked what it means to think differently, to have a unique vision, and designed a brand system built on an understanding of what makes a Whitecliffe student.