The rebranding of TAFE NSW (Iinternational) was long overdue. The previous haphazard design strategy had resulted in a mishmash of styles, with overcrowded, information-heavy pieces that really didn’t serve the vision of the organisation in any way.

As described in the portfolio entry for the International Student Guide, I decided on a very clean design style. The emphasis was on large, clean headings, concise chunks of information and lots of negative space. Smartphone-type icons were developed and used and wherever possible graphics used to portray complex information processes.

In rolling out the design style, emphasis was placed on using graphics and strong geometric colour using the two colours of the logo (cyan and deep violet).

The design style was greatly admired by staff, education agents and, most importantly, the students themselves. Only a year later, however, TAFE NSW went through a total rebrand and the design style went with it. Life as a designer!