AUT reveals brand refresh with Knowledge That Works

AUT has launched its new brand campaign, Knowledge That Works.

The new positioning celebrates AUT’s 25th anniversary and highlights its academic excellence, underpinned by real-world skills and experience.

Knowledge That Works replaces the Find Your Greatness campaign, which ran from 2020.

The new tagline reflects AUT’s commitment to preparing work-ready graduates – with more than 90% of bachelor students gaining work experience as part of their degree.

Be future-ready

AUT vice-chancellor professor Damon Salesa says: “The world needs new ways of thinking and learning that are open, inclusive and enthusiastically hands-on. This new campaign and tagline reflect this.

“AUT’s strength is providing students with the real-world experience they need to become future-ready graduates in the face of current challenges and in a world powered by technology.

“This practical focus on applied learning, delivered with genuine inclusivity, care and support, is in our DNA, and that’s what sets AUT apart from other universities,” Salesa adds.

A workplace that bears fruit

Chief marketing officer Jayne Mayerhofler says extensive testing with staff, students and stakeholders helped develop the new campaign.

“It soon became clear in the workshops, surveys and concept tests we did that there was an appetite for a bolder, more self-confident voice.”

The campaign features alumni and current students from diverse cultures, holding props to represent hands-on, applied learning across AUT’s learning spaces.

The tagline, Knowledge That Works, also appears as ‘Mahi Whai Hua’ in te reo Māori. AUT tiriti strategist Dr Valance Smith interpreted the meaning as ‘a workplace that bears fruit.’

The campaign will be rolled out onto AUT’s digital channels, billboards, buses across Auckland and real estate and assets across all three AUT campuses in the City, North Shore and Manukau. 

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