From training teachers to addressing disadvantages

Over time the Teach for Australia brand had struggled to become more than its flagship teacher training program. To grow into new areas, TFA needed the brand to get them noticed and on the radar and to cover a broader set of programs.

Audience research showed very clearly that their audiences had a bias toward the social impact behind education.

They were adventurous and not looking for something because it was easy.

TFA’s narrative around educational equity was a strong story that wasn’t cutting through, and against a sector of universities and training providers it was a real differentiator.

We looked towards advocacy-led organisations to help build up a more purpose driven narrative. The brand story shifted to focus on addressing educational disadvantage, intentionally speaking to people that saw themselves as change makers.

We called this ‘Frontline catalysts’.

Standing up to stand out

Our aim was to make this brand gutsy, wholehearted and unmissable.

Designed to inspire action and advocacy. Purposefully non-traditional.

Bold typography echoing protest signs, with a determined voice. A confident, loud colour palette. Photography rooted in real classrooms: honest, warm, unpolished.

This brand intentionally has grit and does not shy away from showing the challenging parts. The new monogram suggests equity and forward movement.

To activate the rebrand, we helped to design a long term campaign that would start to build 
longer term salience.

By championing the education equity narrative front and centre, the brand campaign promoted awareness of the greater TFA mission, above and beyond the program/s.

Protest and adventure. Positive and purposeful.

Outcome

Teach For Australia now shows up as it truly is:

• A force inside the system.
• A coalition for change.
• A movement built around what every child deserves.

Most importantly, the work positioned the organisation not just as a program, but as a catalyst for empowering teachers, leaders, alumni, partners and communities to move together toward educational equity.