TAFE was perceived as less prestigious than university - seen as a "tradies" or last-choice option after a failed Victorian government campaign. Chisholm Institute needed to reinvigorate its brand position and increase student enrollments while overcoming negative perceptions about vocational education.

A bold, modular brand system made to flex across subcultures without losing its voice.

Developed an inspiring campaign built around the concept "Chase Your Calling" with the strategic insight: "Be one of the fortunate few that does what calls them, not what befalls them." Created energetic creative featuring students literally chasing their career aspirations, positioning TAFE as an empowering choice rather than a fallback option.While working there, I rebuilt the brand from the inside out. I designed a flexible visual system and voice that could shift to speak motocross one day, anime or journaling the next — without sounding like an outsider. Each drop leaned into the world it came from, using slang, styling, and tone that felt like it came from within the scene.

Behind it all was a system: clear structures, scalable templates, and design rules that let us move fast without starting over. Collections were loud, self-aware, and easy to remix.

This wasn’t about building one brand. It was about building a container for many — and making each one feel like it had always been there.