A bold new voice for STEM

Sector: Education

Client: Accel iQ

Expertise: Brand strategy, naming, brand identity design, copywriting, UX, UI design, digital marketing, content marketing

A bold new voice for STEM

Accel iQ is so much more than a tuition school. On top of investing in the best online delivery platform and the finest educators, the start-up brings together experts with backgrounds in engineering, design and technology to pollinate the world of STEM – a fantastic opportunity for students heading to university and beyond.

Our challenge was to develop a name and strategic brand roadmap to reflect the business and communicate its offering. We knew it needed to impress its STEM focus, but it also needed a friendly, open aesthetic.

Our thinking

Through stakeholder engagement we developed strategic insights to inform the brand platform. By challenging conventions, we crystallised the business’s vision and created a brand with real purpose.

As part of the brand strategy, we developed the name and brand positioning ‘Ahead of what’s next’, which summed up the brand experience in a way that would resonate with students.

Accel iQ has reimagined a world where students are better supported in their journey towards university. Better Known understood where we were headed and designed a brand that felt right from the get-go. From their brilliant positioning to the playful aesthetic, we were constantly delighted with their creativity.

Tony Dormer, Director – Accel iQ

A bold new brand built on purpose

To help attract STEM-inspired students across the state, we created a brand identity and voice for Accel iQ.

The identity champions the idea that STEM opens up a world of opportunity, with a straightforward voice that punctures the inspiring world of engineering, design and tech.

Brand design

As both an online and campus-based school, it was essential that the brand was flexible; it needed to work across all brand touchpoints, from signage to social and web. The identity builds brand equity through a persistent use of a brandmark, illustrated with a set of STEM-based illustrations.

We harnessed digital and print marketing to launch the brand, with each and every marketing touchpoint made accountable and measurable through a reporting platform.

Georgina Hannekum, Director at Better Known, said of the new identity: "We’re driven by our mission to help start-ups and entrepreneurs become well known, faster. We saw an opportunity to create a brand that was radically different in its category and more accessible. Working with the iQ team was a brilliant partnership built on mutual trust and a whole lot of positive energy."

A bold new voice for STEM – Better Known