Aireys Inlet Primary School


Brand development
Creative direction
Graphic design


Aireys Inlet Primary School is a small regional school located on Victoria’s Surf Coast.

We were asked to develop a comprehensive brand identity package, including brand concept
and visual communication strategy development; brand platform; identity design, including logo; typography; colour palette; stationery; collateral applications; signage and style guide for future visual communication applications.

Having recently demerged, the school consulted extensively to establish their new identity, and our process began with an audit of the community consultation data.

We identified a powerful sense of place amongst the community, and a focus on extending the learning experience beyond the classroom and into the bush and coastal environment at their doorstep.

This inspired us to rethink our preconceptions about school. We considered a more expansive description that defined a school as being essentially the provision of learning spaces and environments, or to put it more simply, a learning ‘place’.

The design brief presented a challenge from the outset: there were a multitude of stakeholders; it was essential that we consider the iconic views of Aireys Inlet – the lighthouse above the layers of bushland, the school beneath the canopy; we also needed the ocean, with a bit of beach, and it had to be somehow friendly – but not frivolous – and above all, have an educational focus… We aspired to create several logos all rolled into one.

Our identity concept proposes Aireys Inlet Primary School as a doorway to the spaces and experiences beyond the four walls of the classroom. The logo represents a learning place that is defined by the natural environment.

The shape of the main school building is implied in the negative space between the trees and the remaining features of the landscape are resolved in a circular format, in a nod to more traditional school badges and emblems.



Brand development