CLIENT
International Sport College of Australia (ISCA)
MY ROLE
Brand Audit
Competitor and Customer Analysis
Strategy
Creative Direction
Art Direction
Photoshoot
Design
Overview
The International Sport College of Australia (ISCA), a division of the International College of Management, Sydney (ICMS), sought a brand refresh and a targeted campaign to boost enrolment in its Diploma of Sports Management (High Performance). To address this, a compelling brand platform, ‘Driving The Next Generation In Sport’ was developed which encapsulates ISCA’s mission to empower aspiring sports professionals with the business/managerial skills, training and industry connections needed to excel in the dynamic sports industry.
The ‘Driving The Next Generation In Sport’ platform informed the redesign of key brand elements, including a modernised logo, vibrant colour palette, bold typography, photoshoot and dynamic visual assets that reflect energy, ambition and excellence. These elements were crafted to appeal to ISCA’s target audience which are young, driven individuals seeking a career in the sports industry, while emphasising the program’s unique blend of practical training and academic excellence.
Brand Identity
The logo for the International Sport College of Australia (ISCA) features a stylised shield, embodying gravitas and reflecting the strength, tradition and competitive spirit of various sporting codes. The shield’s bold, structured form conveys a sense of prestige and resilience, aligning with ISCA’s commitment to fostering the next generation of sports professionals. Integrated within the design, dynamic stripes symbolise the interconnectedness of industry connections and networking, illustrating the pathways ISCA creates through partnerships with organisations like the NSW Waratahs, Sydney Roosters, GWS Giants and Football NSW. These stripes add a modern, energetic flair, reinforcing the brand’s mission to ‘Driving The Next Generation In Sport’ through collaboration and opportunity.
Photoshoot
To infuse more authenticity into the campaign, a photoshoot featuring real ISCA students was art directed, spotlighting their passion and ambition as the narrative’s core. The vision was to craft a striking, dynamic mood that embodies ISCA’s ‘Driving The Next Generation In Sport’ platform. Students were photographed against a sleek black backdrop, illuminated by a vivid orange gel spotlight that mirrors ISCA’s signature brand colour. This bold lighting choice amplified the campaign’s intensity, infusing each image with focus, modernity, and a competitive edge while emphasising the students’ connection to the sports industry and ISCA’s role in shaping future leaders.
Marketing Assets
Leveraging the revitalised visual brand language, a range of marketing assets were developed across digital, social and print platforms to enhance ISCA’s brand presence and engage its target audience more effectively.
