ACG Education is one of New Zealand's leading private education heavyweights. With part of the business being acquired, the remaining group of businesses required a new name and brand. We delivered this with three key considerations: an eye on the future, riskier versus safe, global over local.

In a world where the rate of change gets faster with each new day, the organisation's goal is to equip the next generation with skills that last them a lifetime. To enable students' inherent potential and desire to do better, and dial it up.

This position led to their new name, UP. A full brand was developed for a suite of vocations, locations and partners, including new logo marks, cohesive visual identity, brand principles and brand story.