AIAASC
From the American flag, to the mark.3D model, made for this portfolio from the delivered logo
A plan to take an American standard for schools to the world. I rebranded the association and ran its brand from Dubai.
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AIAASC is the American International Accreditation Association of Schools and Colleges, in New York. It accredits schools and colleges outside the United States. Its mission in our proposal: “To promote improvement for international schools through American accreditation system.”
I rebranded it and ran its brand with full responsibility from Dubai, through AntBrush.
Our strategic marketing proposal of 14 November 2020 set the vision, “a global landmark for quality education and accreditation”, and found the brand weak: “dated, needs an uplift”, “followers rather than leaders”.
It named seven markets first (the UAE, Saudi Arabia, Kuwait, Oman, Bahrain, Qatar, Egypt and North Africa), four audiences (ministries of education, teachers and their associations, students and parents, partners) and three phases: rebrand and position, from January 2021; outreach, from April 2021; loyalty, from the new academic year in September 2021.
From our presentation of 26 March 2021: A is for Alpha, the first. The star is excellence. The red line is a shooting star, “reaching the stars”. And blue and red, “the colors of the American flag to capture the reputation and quality of the American Education.”
The mark that read AIAA now reads AIAASC, S and C in red.
The brand toolkit of 18 August 2021 sets out the mark and its icon, colours and type (Ivy Mode and Gotham), stationery, print and advertising formats, roll-ups, banners, signs and gifts.
Back to school, August and September 2021: eight posts and a film, each beginning “It’s time”. Two films on what accreditation gives, for colleges and for schools. A film for World Teachers’ Day, October 2021.
The 3D models are made for this portfolio from the delivered logo, the toolkit and the campaign artwork; the flag is drawn for the model.
We began with a plan, not a logo.
Alpha, a star, the flag.
Blue and red, in our own words: “the colors of the American flag to capture the reputation and quality of the American Education.”
From the first letter,
to the world.
The idea and the plan, in 3D.
Alpha
A is the first letter. The idea: the association as the first in its field.
From the flag
A star leaves the blue field and a red stripe peels off the cloth: together they make the mark. Its four letters became six.
To the world
The plan: an American standard for schools, from the United States to seven markets first.
The system
One book of rules for everything the association prints, hangs and gives. The pages turn.
At every event
Its banner, roll-ups and ring banner, from the same book.
It’s time
Back to school: eight posts, one line. Then the film.
Shooting soon.
Our teaser for the launch: the red line rises over the earth to its star. And our design for the website’s home page.
For colleges.
What accreditation gives a college. It opens and ends on the logo.Our film · September 2021
For schools.
What accreditation gives a school.Our film · September 2021
For teachers.
World Teachers’ Day: a thank-you to every teacher.Our film · October 2021 · its words and its ending
Not only a brand. Work for the people in the school.
- April 2021Child protectionA training program, proposed to the UAE Ministry of Education.
- June 2021A responsibility strategyWritten for the association: child protection, anti-bullying, acceptance, anti-harassment.
- August and September 2021Back to schoolEight posts and a film, each beginning “It’s time”.
- October 2021World Teachers’ DayA film to thank every teacher.
- October and November 2021The Social Emotional TeacherOnline training for school leaders and teachers. We designed its logo and flyers.
- 15 to 19 November 2021Anti-bullying weekA call to its schools around the world to share what they did that week.
New York, the association · Dubai, where I led the work · the Gulf, Egypt and North Africa, the plan’s first markets · the UAE, a proposal to the Ministry of Education, April 2021 · Chennai, the mark for the signs of a new office, September 2021 · Delhi, a brochure and folder for a visit to the ministry, November 2021.
Still theirs.
06 · The result
“This collaboration was made possible by the efforts of AntBrush Founder, Antoni Zaki, another one of our preferred partners.”
In their words · the association’s announcement of a new partnership, July 2021
Creative Director, Brand & Experiential