Principals Helps ACG Education to Prepare for the Future

Principals Helps ACG Education to Prepare for the Future

AUCKLAND, 14 August 2017: ACG Education, New Zealand’s largest private education provider, has introduced a new family of brands with the help of branding agency Principals.

The extensive project began in October 2016 and sees ACG confirm a brand family structure as it welcomes a new brand proposition, value set and brand story for the ACG master brand. Additionally, ACG Schools and ACG Pathways have a reinvigorated look and positioning while the vocational arm of ACG was renamed during the process and will now be known as New Education Group.

Started 21 years ago with an innovative Auckland-based private college, ACG is now one of New Zealand’s education heavyweights with more than 17,000 students and 1,300 staff in preschools, schools and vocational colleges at 50 campuses across New Zealand, Indonesia and Vietnam.

ACG caters to people of all ages providing international curricula and qualifications for year 1-13 school students while ACG Pathways offers specialist language courses and University Entrance qualifications for international students. The group also provides career-focused qualifications through vocational and higher learning colleges.

When Principals came on board, the brand hadn’t been reviewed for more than a decade. The number of schools and colleges had grown dramatically and the resulting multi-institution brand architecture was confusing. There was also no umbrella brand proposition or story.

Facilitating a consultative process, Principals helped to clarify the proposition before developing a new visual identity as well as a brand for New Education Group. The work reflects the energy, heart and future focus that underpins ACG Education as it moves into the next decade.

From the outset, ACG has taken an innovative approach to education. As Group Marketing Director Ana Maria Rivera explains: "ACG has built a truly unique and innovative student-centered learning community in the last 20 years. With our continued growth, the time had come to review the brand family, re-define what we stand for and evolve our public face. Principals took us through a structured process that focused the wider management team and has delivered an exciting brand family that is already gaining real traction with our different markets.”

Nick Sampson, Principals’ Strategy Director, said of the project: “The ACG team was inspirational in its passion. They care so much about helping students fulfil their potential. Our job was to run a process that would capture that lightning in a bottle. Everyone is thrilled with the outcome and we look forward to seeing them take the great work they do even further afield.”

ENDS

© Scoop Media