Since its foundation in 1966, IED has seen creativity as the means to help the world become a better place by challenging the status quo.
Inspired by design as a universal language for change.
What does ”real-world learning” really look like?
IED asked us to expand their existing brand by showing how students can learn real skills—and create real impact. Working in a large Mediterranean-style laboratory that places the individual and their uniqueness in the centre of a transnational network, IED discovers people who can change the world through the power of ideas.
Together with my team, we reframed and developed a new strategy and creative direction relevant for IED’s broad global audience and to inspire 2000 employees.
We sharpened their story, centered it around their superstars (students), and brought out their vibrant side.
The lab for co-disruption establishes a new positioning and builds a fresh visual approach and contemporary tone of voice.
IED had brand positioning, but we helped them build a rich creative idea at the center of their system: the idea that learning can make a real mark on the world. We built a voice that speaks for their students and helped them learn what parts of their story to say first, and wrote a bunch of copy they could use right away.
Kinetic Identity
For the visual identity, we built meaning around some of the existing elements in IED’s brand system (e.g. the logo). The circle became a symbol of where learning can come full circle, making it move and spin like a globe to reinforce real-world learning and impact.
Consistent, cooperative and engaging, IED’s new dynamic modular design system is suitable for all physical and digital touchpoints.
Guidelines
Web
Mobile
Social
Collateral applications
Creative Team
Client IED
Agency AKQA
Creative Director Davide Limido
Sr Art Director Karina Noureddin
Sr Copywriter Filippo DiLorenzo, Gianluca Marino
Jr Art Director Michele Manco
Jr Copywriter Micol Mandolini
Sr Visual Designer Alessia Novaresi
Brand Designer Luca Fontana
Motion Designer Tazio Nicoli
Head of Strategy Lorenzo Foffani
Associate Strategist Arianna Carta
Project Manager Enrico Vedovo
Account Director Daniele Murra