An established provider of management training and MBA education, AIM is focusing its attentions on helping organisations and their people grow through the development of soft skills. With an unknown future for the labour force as AI looms, it’s our uniquely human traits which promise to give leaders their edge for some time yet.
We were engaged to develop a dynamic new brand strategy and identity for AIM which could support it as it takes on everyone from edutainment brands such as General Assembly, through to institutional educators such as universities.
If AIM is to earn the right to be an authority to future leaders, it must itself clearly behave as a leader. Through an extensive research and strategy phase, we developed an ambitious brand idea, ‘Seize the Future’, underpinned by dynamic, leadership brand values to drive the organisation forward, and influence culture, product and communications.
The heritage logo holds strong equity, requiring just a minor nip and tuck to aid legibility and balance. We built out a suite of brand elements beyond the mark to strike that all-important balance between established trust and forward thinking innovation. Data-driven motion graphics give a sense of the future, whilst AIM's focus on human skills and future leadership is supported through photography. Confident colour and typography round out a communications system built for digital, easily rolled out by Scentia's internal team.