Intelligent Service Design

Southbank Institute of Technology

Southbank Institute of Technology
  • Education for Aspiring Minds

  • Education for Aspiring Minds

Brand Strategy Consultant · Southbank Institute of Technology

In 2007 ‘Southbank TAFE’ initiated a major rebrand and a name change, undertaking a major campus renewal as part of a Public-Private Partnership. Two external agencies (Lloyd Grey and Mojo Publicis) were commissioned to develop the repositioning and rebranding component of its renewal process. The Institute had become a state-of-the-art training facility with leading-edge technology and wanted to reshape public and industry perceptions by reflecting this brand strength in its image and communications.

Rebrand Process

The rebranding process captured the essence of the repositioning with the new brandmark, visual style and tagline ‘education for aspiring minds’. Representing a bridge between technical and university education, the multiple pathways theme was a resounding success with students and faculty alike. Extensive research confirmed it resonated equally effectively with the international and multicultural community.

The new brand was implemented across a wide range of information and marketing collateral, including the Southbank Institute of Technology’s website and new campus signage.The project was supported by the development of a comprehensive identity style guide and new photographic library, ensuring consistent ongoing brand management by the Institute’s marketing department.



I was responsible for managing the creative process and service design. Worked as part of a multidisciplinary team and reported directly to the Marketing Manager. Managed project deliverables to meet strict deadlines including the creation of storyboards for TV Commercials and marketing collateral to launch the new branding for Southbank Institute of Technology. Direct liaison contact with 2 external Agencies involved in the rebranding of Southbank T.A.F.E. to South Bank Institute of Technology.

Responsible for content creation of 32 different course information documents. Edited and reviewed over 340 documents prior to go live as part of the rebranding program. Successfully facilitated workshops to ascertain user experience prior to delivery of marketing collateral to involved faculties.

The Southbank Institute of Technology now has an image that positions it as a premium education provider, encourages internal pride and dramatically enhances external perceptions.

SBIT Website

Contributions to the Project

I joined the marketing team to engage with stakeholders and assist with the implementation of the brand across a wide range of collateral, becoming an integral part of the marketing team.

Direct Liaison:
Customer Experience Research:
Communication Design:
Content Creation:
Workshop Facilitation:
Collateral Design:
Briefing external stakeholders:


14 Team Members

Service Redesign

Direct Liaison


6 Workshops

Content Review