AISV (Association for Independent Schools Victoria) represent the interests of the diverse range of schools that make up the Independent Schools sector in Victoria. They play a leading role in securing Government funding, promoting the industry and the professional development of their members.

Designed by BlenheimBrand


Competition from the Public and Catholic education sectors threatened to diminish demand for Independent education. Anecdotal evidence suggested people were confused by the AISV brand name and often mis-pronounced it, or mis-understood their core offer.

The old AISV branding gave the impression they were a Government department and created a barrier for them to connect with the evolving needs of parents who strive for holistic educational experiences for their children.

Visual positioning board by BlenheimBrand


Our recommendation was for AISV to play a more significant role in changing public perception of what ‘Independent’ schools were. The public perceive Independent schools as either being ‘alternative’ or ‘elitist’. The brand had to change this perception to ‘diversity and choice’. In order to do this we suggested they change their name to Independent Schools Victoria so they could own that territory.

The new brand presents Independent Schools Victoria as the voice of the independent school sector and signifies a two-way conversation and dialogue between Independent Schools Victoria and their varied stakeholders.

The visual identity is more open and accessible, making use of more emotive imagery. This effectively re-positions the brand to play a leading role in attracting parents to the independent school sector.


Members have overwhelmingly supported the new positioning and visual identity. The brand is clearly differentiated from the Catholic and Public education sectors and more clearly communicates the diversity of members represented.

Services included:

  • Research into the education sector, including review and analysis of existing research reports and demographic data
  • Competitor audit and review
  • Brand and communication audit
  • Brand naming, identity and positioning strategy
  • Brand implementation planning
  • Creative brief and management