Client: The Aviation & Travel Training Group
Markets:  New Zealand
Scope: Brand Strategy & Positioning, Naming & Brand Identity,  Brand Language & Tone,  Market & Audience Insights, Brand Architecture & Consolidation, Internal Team Alignment & Activation, Marketing Communication.
Sector: Education & Training | Travel & Tourism | Founders | Private Equity 

Brand strategy, naming & consolidation for education merger
& growth

Rebranding Two Legacy Education Brands into One Market Leader
 

The Challenge
The Aviation & Travel Training Group acquired a major competitor—bringing together two well-known training providers: Sir George Seymour (20 years in market) and Travel Careers & Training (30 years in market). With 50+ years of combined heritage, the challenge was clear: unify both brands under one strong identity that could drive growth, improve alignment, and maximise value ahead of a planned business sale.

Our Role
We were engaged to bring brand clarity, define a unified strategy, and reposition the merged business as the clear market leader. Our solution: launch a single, stronger brand—New Zealand School of Tourism (NZST). We created a brand purpose, visual identity, and positioning strategy that reflected authority, scale, and confidence. The new tagline said it all: “Work Ready... World Ready.”

Brand Identity & Design
We designed a bold, consistent visual identity system that could be applied across campuses nationwide. A clear colour strategy and custom icons helped differentiate course offerings and reinforce brand trust. Every element—from logo to marketing materials—was built to perform across digital, print, and in-centre environments.

Marketing & Campaigns
To grow student numbers, we created a targeted acquisition campaign designed for millennial learners. With clear messaging and calls to action, we promoted NZST as the direct pathway to global travel and tourism careers. Our integrated campaign ran across social media, digital, print, and OOH—driving high engagement and conversion.

Results
Our strategy helped unlock the brand’s full potential—boosting growth and preparing the business for sale. The rebrand led to a successful acquisition by a Private Equity firm and repositioned NZST as the leading travel and tourism training brand in
New Zealand.

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Based in Auckland New Zealand, I work with brands throughout Australasia, The Pacific and Asia.

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