IDP is an organisation that represents more than 1000 Australian education institutions, with offices in over 30 countries. While the main office creates IDP's core promotional materials, each local office is responsible for the development of its own education exhibitions and other promotional and communications vehicles.
The IDP office consulted with Katz-i International Web & Graphic Design on the design direction for four upcoming exhibitions. In addition, the client would also need the development of all in-house materials not supplied by the home office.
As with many Katz-i projects, the materials were targeted to students. The client was confident in the Katz-i team pulling from their experience in developing materials that appeal to a youthful audience, yet are sensitive to the nuances of the local culture.
A brainstorming session was held, resulting in the adoption of two taglines: "A truly multicultural experience" and "Think IDP." Each would compliment the event's title, "IDP Education Australia Exhibition."
IDP required the development of several elements, including posters, flyers, brochures, newspaper ads, banners, calendars and giveaways. Each element was to work in concert to create a memorable and synergistic effect - all while maintaining a reasonable budget - and adhere to IDP Corporate Identity Standards.
IDP was a new player on the field and not without competition. Competition that had a strong foothold from years of exposure to the audience. IDP needed to develop their position and brand in the Bruneian mind.
Katz-i created a template to serve as a standard for subsequent design items. The template's grid establishes element positions and typography. The result is a skeleton that simply needs a skin. Each skin is unique to the event. The skeleton provides an association with previous and future events. Beyond this, designs can be produced faster and allow the designer to focus on concept and not layout. For instance, one exhibition revolved around the concept of "multicultural," another uses "think IDP," yet others use kuala bears and aboriginal art. Although the concepts are diverse, each reflects the Australian roots of IDP and appeal to the student audience.
For each exhibition venue, the client receives a budget-appropriate solution that works in concert with materials across the board. The result is strong branding that builds over time, without breaking the bank.
Client's comment: Katz-i International Web & Graphic Design has, since day one, acted in a manner that makes us feel “we are in this together”... Katz-i thinks out of the box at all times and considers their vocation “art”, not work. They have been an asset in our staff brainstorming sessions, which has led to them tailoring successful marketing approaches for my business. They have provided us with innovative creative designs, which have improved the professionalism we are trying to project. Their designs have been a great asset, and played an instrumental role in the growth of our company.
We value their work so highly because they help us see the big picture in what we are trying to accomplish and then provides the assistance necessary to bring about this vision. The combination of their talents has helped my business profoundly. I feel so very fortunate to be associated with Katz-i International Web & Graphic Design.
I wish you the very best in you continued success! Thank you for your professionalism and it is a joy to work with you.
Collette Foster, Director IDP, Brunei
Client: IDP Australia
Sponsors: Katz-i International Web & Graphic Design and Processta Printing & Trading
Publicity: Posters, flyers, banners, newspaper ads, and bookmarks.