Australian Institute of Music
Music brings meaning and joy to our everyday life. It enriches and uplifts the collective soul of our community. The Australian Institute of Music (AIM) empowers the artists who create the future of music. A proud and active member of Australia’s music community since 1968, AIM stands alongside the 6000+ artists inspired to bring more harmony to the world. To deliver the new AIM brand, Clear worked closely with the Sydney and Melbourne teams to develop the brand strategy, visual identity, art direction, and design system.
‘The Power of Music’—the brand essence developed during strategy phase of the project—guides the creative thinking behind the AIM brand. Led by the distinctive stepping within the wordmark, the brand rises or falls, responding to each platform or design format. The abbreviated AIM brandmark is the sign-off, an adaptable version of the brand for small use or dynamic expression on campus.
The art direction reflects the diverse narratives of AIM, with photography created for both ‘brand’ and ‘campus life’. Clear commissioned photographer Kristoffer Paulsen for the brand imagery, capturing each artist mid-performance, in their moment of expression, live on stage.
James Braund’s ‘campus life’ shoot showcases the learning environments at AIM’s Sydney campus, documenting the quieter moments, community interactions, peers and lecturers, and incredible on-site amenities.
At the foundation of the AIM brand is a distinctive design system. Each application is designed to be modular and flexible to respond to various print, screen, and digital formats.
