Asking what are you made for, is the first step to living the answer
Through stakeholder interviews with alumni, academic staff, current students and industry partners, we identified some key issues – and also standout ideas that set AGSM apart.
The central idea is one of ‘preparation’ – AGSM prepares people to achieve great things in life, whether as a CEO, entrepreneur or by changing the world. We extended this further, to challenge people to really think about what they want to do – what are they ‘made for’. We then brought this challenge to life in a very powerful way, by telling the stories of AGSM’s alumni. How they had a vision, and were prepared by AGSM to make the leap and boldly achieve it.
Asking ‘what are you made for?’ is seen as an intellectual challenge, and this is now embedded within the AGSM application process. It’s also part of the AGSM’s internal values, and used externally in recruitment ads, on the website and beyond. Working within the UNSW brand guidelines, we developed a bracket device to graphically represent each side of the story: having the vision, putting it into action.