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The Rebrand of The Art Institutes
Overview
The Art Institutes is an established chain of private, art schools across the United States that provides local creatives a way to achieve their dreams with their education program. However, in the past several years, The Art Institutes has been in a decline with low admission rates causing locations state-wide to shut down.
Objective
To increase admission rates, enrollment rates, and influence public opinion about the schools.
Challenge
Because of the negative reputation and lack of unique characteristics to differentiate the school brand from the competitors.
Solution
A rebranding for the school with a new logo and an advertising campaign appealing to the rebellious, out-of-the-box creatives.
History Overview
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The Art Institutes is a for-profit art college that was previously apart of a parent company Education Management Corporation (EDMC)
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Now The Art Institutes are owned by a Pentecostal non-profit organization, Dream Center Educational Holdings (DCEH)
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Offers master, associates and just recently
bachelor’s degree for visual, creative, applied and culinary fields for on-ground and online courses -
In 2017-2018 at least 35 campuses closed nation-wide due to the decline in admissions and enrollement
Current Brand Condition
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Has had a negative stigma around the brand
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For-Profit
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Lawsuit
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Documentary demoting the schools' morals and practices involving students’ rights, fees, and fraudulent charge
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Many alumni and previous Art Institutes' attendants expressing their negative experience on YouTube
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Not seen as a strong art school compared to
competitors -
Not known or established as competitors.
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Has no specific characteristic to differentiate
themselves.
Recreating the Logo
With recreating the logo, keeping an image similar to the current brand is essential to keep away the confusion of it being a newly emerging school and brand. The logo should be something modern to show up-to-date graphic trends being an art school with a graphic design degree. The colors and formation shall be the same to give a reminiscence on the previous logo.
Logo Exploration
Previous Logo
Final Logo
Advertising Campaign
By creating an ad spot that will be displayed throughout social media, TV and online, it will establish the characteristics and personality the school will be remodeled after. By using clips from the video into out of home media, it will re-enforce the brand as it is a reminder of the ad spot.
More Work
