Its products can be delivered in a range of settings, from small providers to large colleges and in the workplace, both nationally and internationally. Over the past few years, the organisation has gone from strength to strength, its team has grown and its portfolio expanded.
Ahead of the implementation of a post-16 education reform, in September, the organisation is taking proactive action to ensure that AIM Awards is strategically aligned to deliver against the new framework.
After an extensive period of consultation, it is streamlining its qualifications, recruiting additional staff and repositioning itself to ensure its portfolio is robust and relevant to the needs of future learners, centres and industry. From 2 September, the organisation is set to become AIM Qualifications and Assessment Group, shortened to AIM for simplicity, which will be reflected in new branding and marketing collateral, including a new website.
It approached Quiet Storm for help in developing its new website, as well as producing a new brand film which helps to explain the business, what it stands for and what it does.
AIM is a large organisation which carries out work across a wide range of areas, which means promoting exactly what it does can be complex and challenging to communicate. We were asked to take a holistic look at the business, to define and simplify its message, then create a website and brand video that fully communicates its service offering, as well as reflecting its key aims and values.
We segmented the business into four key areas, then commissioned and produced a new corporate video which gives an overall understanding of AIM as a business. The film can be split down into four different chapters, each with their own distinct colour palette which relates back to the relevant section on the new website.
This means that the overall brand video can be used on the website homepage and across other marketing channels, while the individual ‘chapters’ can be pulled out and used across the relevant sections of the website and in other key marketing campaigns.
The aim was to create a video that either gives the viewer the full story but, if they chose, they can drill down into each specific area of the business more closely.
Andy Coxon, AIM’s Director of Business and Product Development, said:
“AIM is an innovative business that is continually developing and moving forward in response to changes in the education and qualifications landscape. Because of this, explaining exactly what we do in a concise, simple and easy-to-understand way has always been a challenge. What Quiet Storm has been able to achieve with our new brand film is to capture the overall essence of AIM, while bringing out the important key messages from the four main areas of our business in an engaging and informative way.
This new way of communicating forms a fundamental part of our forthcoming rebrand strategy and our new website will go live in September.”