The brand refresh includes a new visual identity, updated messaging and a revamped website. Another significant part of the rebranding is updating IDP’s verbal identity, said a spokesperson for the company, which includes the language used to engage with students and test takers.
IDP, co-hosted the 2024 AIEC conference in Melbourne with IEAA, and the education agency is positioning the new look as part of its commitment not only to its students pursuing their global goals, but client partners too.
Speaking to The PIE News, Neil Pearson, IDP’s chief digital officer commented: “We’ve refreshed our brand at AIEC. Fundamentally, we realise that with IDP Connect and the recent acquisition of our peer to peer platform, The Ambassador Platform, there is quite a lot of complexity we’re bringing to clients and customers.
“We’ve simplified that architecture, we’e always been one team but we wanted to make sure that was represented in our brand,” said Pearson.
IDP also co-owns IELTS, and is in the early stages of expanding its delivery into China.
“For our students, it’s really exciting the way we have understood ourselves and what value we give to them,” said Pearson, who told The PIE that the new brand is increasingly focused on student outcomes.
One way this is conveyed is in the photographs chosen to depicting students in marketing materials, moving away from traditional photos of offer-holders, IDP is choosing to portray students living out their desired outcomes, Pearson told The PIE.
For Pearson, the key ways in which IDP “saw itself” have all been represented in the new branding.
IDP CEO Tennealle O’Shannessy commented: “For 55 years, IDP has transformed lives through international education.
“While our brand has evolved, the essence of who we are remains unchanged: dedicated individuals delivering exceptional service with even greater passion.”
While our brand has evolved, the essence of who we are remains unchanged
Tennealle O’Shannessy, IDP
O’Shannessy noted the refresh comes at an important time for international education.
“While many international students are currently facing challenges due to government visa changes, we are reminding our students that IDP is a trusted partner capable of simplifying the study abroad journey.
“We understand that completing study applications or preparing for tests can feel daunting, so we wanted to make sure we spoke in a straightforward, engaging, and encouraging way,” said O’Shannessy.
“IDP is honoured to be a trusted partner as students embark on their life-changing journeys. Our refreshed brand reflects our commitment to our students who are navigating the dynamic and evolving landscape, ” said O’Shannessy.
IDP also launched its latest Emerging Futures data during the 2024 AIEC conference. The survey of 6,000 students from 114 countries revealed how closely international students are attuned to policy changes in key markets, highlighting their strong willingness to adjust their study preferences in response.
