Bob's Your Uncle

The Ara Advantage

In the changing landscape of tertiary education, this leading polytechnic needed to press reset on their brand.

We spent time unearthing and refining the real ‘Ara Advantage’ – a framework built around their four greatest strengths. Our task was to show everyone, from school-leavers to career-changers, how they could graduate with an edge, a head-start in life, and inspire them to choose Ara. But just as importantly, we needed to instill a renewed sense of pride and passion within Ara staff. 

Advantage You sits at the heart of this campaign – and each letter in this bespoke alphabet was crafted and created by Ara team members across the various campuses and faculties, reflecting the true diversity of Ara. Everything was filmed on campus, using authentic Ara people – resulting in a powerful celebration of this incredible institute.