Education Policy | Post Primary | Preschool | Primary | Tertiary | Search


The wraps are off on the IS brand

Media Release


After months of secrecy, the wraps are finally off on the IS brand.

Bright sparks at EIT’s ideaschool, Dr Suzette Major, centre, surrounded by students, from left, Emma Grapes, Morgan Price, Carol Goodier, Rosina Millman, Kirk Lambert, Liam Farrell, Amelia Haliday and Leah Pope.

Hitherto known to just a handful of Eastern Institute of Technology staff, the acronym – it was revealed at the November 9 launch – stands for ideaschool. The new name encompasses the spectrum of EIT arts programmes offered on the Hawke’s Bay campus, from visual arts and design, screen production and fashion design through to contemporary music performance.

The new brand and new name reflect a new philosophy which Head of School Dr Suzette Major says is based on three central pillars – creativity, collaboration and convergence.

“Creativity breathes life into new ideas,” the arts marketing expert told the capacity crowd attending the on-campus launch on Friday, 9 November. “And new ideas will be essential as we move through the 21st century.

“Convergence embraces interdisciplinarity – crossing boundaries to create something new, working across diverse knowledge areas to develop multiple ways to answer any one question.

“Collaboration celebrates difference and ensures individuals are not so individualistic that they become fragmented forces.”

Dr Major said the new ideaschool’s programmes, staff, facilities and philosophy were grounded in those three principles.

“They are our ideology, our bedrock, our way of being, our way of doing and our way of educating students for tomorrow – whatever that brings.”

The brand and name are the brainchild of two of the schools’ staff, graphic design lecturer Anthony Chiappin and print design lecturer Jerry Gull.

The pair explain the genesis of the concept.

“We had been working on a brand based on our new way of thinking – that we are not what we used to be; that we are something else.

“Attending the Semi-permanent Creative Conference in Auckland in May, we started sketching some thoughts. The central question for us was ‘where is it at?’, and we realised that was our answer. We are where it is at.”

Chiappin and Gull simultaneously homed in on the ideas half of the new name. The link with school took a little longer to evolve.

“We considered ‘studio’ but felt that was a term more generally associated with the creative work force. We wanted a title that reflects our educational role. And that is how it happened.

“The brand is global and not just about Hawke’s Bay or even New Zealand. We are positioning the school in a wider context and are aiming to grow its reputation and attract students from overseas as well as from Hawke’s Bay and elsewhere in New Zealand.

“The branding places us within a contemporary educational paradigm – it is pushing the boundaries straight away.”

Dr Major agrees with the lecturers’ view that the brand provides a broad base for promoting the school more widely. “This is where it is at,” she concludes. “ideaschool – arts and thinking.”


© Scoop Media

Culture Headlines | Health Headlines | Education Headlines


13/10: 40 Years Since The Māori Land March Arrived At Parliament

Traffic into Wellington came to a standstill as thousands of Māori and Pākehā streamed along the motorway into the capital on 13 October 1975, concluding the Māori land march to parliament. More>>


Scoop Review Of Books: Before The Quakes

Remembering Christchurch: Voices from decades past: The Christchurch I lived in for my first 23 years was where four-year-olds walked alone to kindergarten, crossing roads empty of all but a couple of cars per hour. My primary school, Ilam, was newly built on a grassy paddock surrounded by rural land... More>>

6-11 October: New Zealand Improvisation Festival Hits Wellington

Wellingtonians will have a wide selection of improv to feast on with a jam packed programme containing 22 shows, three companies from Australia, two companies from Auckland, one from Nelson, one from Christchurch and seven from Wellington. More>>


Bird Of The Year: New Zealanders Asked To Vote For Their Favourite Native Bird

Te Radar, David Farrier, Heather du-Plessis Allan and Duncan Garner are just some of the New Zealanders championing their favourite native bird in Forest & Bird’s annual Bird of the Year competition, which kicks off today.. More>>


Werewolf Film: It Follows - Panic In Detroit

Philip Matthews: When you heard last month that Wes Craven had died and you wanted to pay homage, you could have sat down with any one of five of his films that helped reinvent American horror at least three times over three decades... Or you could just have watched one of the greatest recent horror films that would probably not exist without Craven. More>>


Werewolf Music: Searching For The White Wail - On Art Pepper, etc

If the word ‘hipster’ means anything – which it arguably doesn’t – it seems to be more of an impulse than a condition. One always headed for the margins, and away from the white-bred, white-bread mainstream... More>>


Get More From Scoop



Search Scoop  
Powered by Vodafone
NZ independent news