Our main goal was to transform TAI into an international academic reference point. We wanted to reinvent TAI’s image by portraying a closer and more communal university as well as looking for a more international positioning.
TAI is a university art school with more than forty years of trajectory. Its prestigious structure and academics, as well as its intense artistic production and the multidisciplinary character of its education program – unique to Spain – should have made it an international reference point. With this goal in mind, the institution approached Erretres to carry out the repositioning of its brand, on both a strategic and visual level, as well as its communication.
Despite the great value of its educational platform, the analysis carried out prior to the rebranding process yielded various strategic conclusions: the school itself was cold, technical, anonymous and standard, and the students lacked a sense of community and belonging; surroundings that failed to transmit the creativity of the people who inhabit them, and that don’t inspire or encourage imagination, surprise or the creative experience.
This space needed to both seem and actually be a habitat for a creative community comprised of students (and teachers) that should feel proud of their talent and who are learning about their own creative and transformative power, as well as how to exercise it in their surroundings. The cold, white cube of the school was seen as an opportunity, like a “white canvas” on which to create a new identity.
TAI had previously been thought of as a school for the arts and trades whose initials stood for “Taller de Artes Imaginarias”. We came up with the claim “Transforming Arts Institute”, which serves a triple function: to give a new and more contemporary meaning to these initials; to represent the concept of “transformation” as the institution’s main ideology; and to aspire to a more international positioning through the use of English.
The Master Classes at TAI enjoy both prestige and repercussion at social events. Renowned figures like David Lynch are invited to speak. For the graphic communication of these events, the portrait of the main speaker of the Master Class is highlighted over the school’s identity, in the style of a fashion magazine cover, and the text is arranged in a triangular shape that is once again reminiscent of Kandinsky’s “spiritual pyramid”.
During the months immediately following the branding change, course enrollment at TAI increased by 40%, eventually reaching a 70% increase in diploma courses and an 82% in the Film Degree (making TAI the education center with the largest number of students studying a first official degree, on both a regional and national level). The students had a very positive response to the new brand, and were proud of their role as protagonists in this change.