de Masi jones was approached by senior directors at the Adelaide Institute of Tafe to brand their new multi-million dollar Arts Education Centre. The official name selected by the State and Federal Governments was the 'Roma Mitchell Arts Education Centre.' After an initial project analysis it became obvious to de Masi jones that the name did not reflect the youthfulness and artistic endeavours of the institution.

de Masi jones set about a process to refine the name and its image to reflect its goal of being a truly world class creative centre. After some initial research it became obvious that the centre’s success was going to supported by the success of its senior campus, the Adelaide Institute of TAFE. With this in mind and with AIT already having been established as a brand by de Masi jones in years prior, it was suggested that the Roma Mitchell Arts Education Centre would be able to gain considerable leverage from the existing AIT brand and at the same time define the clear link between the two campuses.

The name 'AIT Arts' was put forward to the working committee in the form of a graphic symbolising that the Arts building came under the AIT banner and brand. The idea was accepted and the identity, signage and marketing materials were commissioned. The initial scope of work included naming, corporate identity and signage.

'We now have an identity that establishes us in the arts industry.'

Simon Dempsey

Marketing Manager
AIT Arts