AUT Announces Unapologetic Brand Refresh

A dynamic new brand campaign marking the start of the next great chapter for AUT is officially released to Aotearoa and the world on Friday 10 October 2025.

As AUT celebrates 25 years of being a university (and more than 130 as a place of education) the new positioning unapologetically emphasises its uniqueness as a place of excellence and academic learning that is underpinned by real-world skills and experiences.

The organisation’s polytechnic roots have ensured AUT graduates are work ready – more than 90% of bachelor graduates have a work experience as part of their degree.

Knowledge That Works replaces the Find Your Greatness campaign used by the University since 2020.

The new campaign clearly communicates knowledge at AUT is learned and applied as it leans into the University’s unique strengths and ensures education stays relevant.

“The world needs new ways of thinking and learning that are open, inclusive, and enthusiastically hands-on. This new campaign and tagline reflect this,” says AUT Vice-Chancellor Professor Damon Salesa.

“AUT’s strength is providing students with the real-world experience they need to become future-ready graduates in the face of current challenges and in a world powered by technology.

“This practical focus on applied learning, delivered with genuine inclusivity, care and support, is in our DNA, and that’s what sets AUT apart from other universities.”

Chief Marketing Officer, Jayne Mayerhofler says extensive testing with staff, students and stakeholders helped develop the new campaign.

“It soon became clear in the workshops, surveys and concept tests we did that there was an appetite for a bolder, more self-confident voice,” she says.

The new campaign features alumni and current students from some of the diverse cultures who thrive at AUT, holding props to tangibly represent hands-on, applied learning in the various teaching and learning environments at AUT.

The tagline, Knowledge That Works, also appears as ‘Mahi Whai Hua’ in te reo Māori. AUT Tiriti Strategist Dr Valance Smith interpreted the meaning as ‘a workplace that bears fruit.’

The campaign will be rolled out onto AUT’s digital channels, billboards, buses across Auckland, and real estate and assets across all three AUT campuses in the City, North Shore and Manukau.

AUT provides graduates with world-class, applied learning and research opportunities.

As New Zealand’s only university of technology, AUT proudly leads the way by preparing students to thrive in a fast-changing world, with hands-on learning and an intelligent irreverence that empowers confidence and is refreshingly different.

This is who AUT is and what it stands for. Knowledge That Works.

Case studies:

Tseard Theo van der Mei (Ngāpuhi, Te Rarawa, Te Aupouri, Dutch) is an Assistant Sport Scientist at Auckland FC. Tseard has just graduated with a Master of Sport, Exercise and Health at AUT. Hear more from Tseard about how his work experience and studies helped him land the role of his dreams: Tseard Theo van der Mei - AUT

Jasmine Amohia (Te Ati Haunui-a-Pāpāparangi, Ngāti Haua, Ngāti Maru, Cambodian, Indian) graduated from AUT at the end of 2024 with a Bachelor of Engineering (Honours) in Software Engineering to secure a Microservices Software Engineer role at Air New Zealand. Jasmine says the skills she learned changed her life and opened many doors: Jasmine Amohia - AUT

Max Stroomer graduated with a Bachelor of Business in 2019 and now works as a Senior Manager in Marketing at Nike in Amsterdam. Max worked full-time for a media agency while studying which he says was “a phenomenal learning experience” that allowed him to reflect on lessons learnt at AUT: Maximilian (Max) Stroomer - AUT

Shannel Yorke (Tapuika, Ngāpuhi) secured a role as an Oral Health Therapist in the Bay of Plenty after graduating with a Bachelor of Health Science (Oral Health) in 2022. Shannel reveals why she chose AUT for her studies, and how happy she is to be engaging with local communities and making a real difference: Shannel Yorke - AUT

Note:

Auckland University of Technology (AUT) is a contemporary university where knowledge works in the real world. With 27,000 students and three campuses across Auckland, we've redefined university education with a focus on practical learning and exceptional student support. Our students work on real projects with real companies, our research tackles complex challenges – from artificial intelligence to robotics, and ecology to public health – and we partner with industry, communities, and government to drive meaningful change together.

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