AIME / New Brand.

A new brand – aiming high.

The Australian Institute of Maintenance Engineering (AIME) provides practical training for technicians involved in the maintenance of engineering equipment and those involved in engineering drafting.

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AIME approached Axiom Design Partners to help in the branding and launch of the new training facility based in Perth, Western Australia.

The brief required that the new brand appealed to both local and international students, as well as be relevant to businesses operating in related industries.

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Axiom worked with AIME to define their brand values and their brand idea – what they will be known for and ensured it would be at the core of everything they do. We also created key brand signatures to quickly communicate why students and employers alike should choose to train with AIME.

Through research and insights gathered during this Discovery phase, Axiom suggested the shorter AIME acronym be used for the brand name which also supported the brand positioning and the new tagline we created – It’s your career – aim high.

Clear, contemporary type, a rich colour palette and bold graphics all combine to appeal to a young, modern demographic and create cut-through in a competitive student marketplace. The abstracted Australia symbol was purposely incorporated into the logo to reinforce the professionalism and credibility of the training provider as well as a clear reference to its location – particularly to the international market.

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Launched in the first quarter of 2020, the new brand has been well received by all stakeholders involved and has already begun attracting interest and inquiries both locally and internationally.

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