--- title: A bold new voice for STEM – Better Known description: Learn how we launched a tuition start-up that brings together experts in engineering, design and technology to pollinate the world of STEM. image: https://www.betterknown.com.au/hubfs/Accel%20iQ%20%E2%80%93%20Social.jpg --- # A bold new voice for STEM – Better Known ## A bold new voice for STEM – Better Known Sector: Education Client: Accel iQ Expertise: Brand strategy, naming, brand identity design, copywriting, UX, UI design, digital marketing, content marketing ### A bold new voice for STEM Accel iQ is so much more than a tuition school. On top of investing in the best online delivery platform and the finest educators, the start-up brings together experts with backgrounds in engineering, design and technology to pollinate the world of STEM – a fantastic opportunity for students heading to university and beyond. Our challenge was to develop a name and strategic brand roadmap to reflect the business and communicate its offering. We knew it needed to impress its STEM focus, but it also needed a friendly, open aesthetic. ![Supportive and results focussed secondary school tuition – Accel iQ](https://www.betterknown.com.au/hubfs/Accel%20iQ%20-%20Wide%201.jpg) **Our thinking** Through stakeholder engagement we developed strategic insights to inform the brand platform. By challenging conventions, we crystallised the business’s vision and created a brand with real purpose. As part of the brand strategy, we developed the name and brand positioning ‘Ahead of what’s next’, which summed up the brand experience in a way that would resonate with students. ![Social media content – Accel iQ](https://www.betterknown.com.au/hubfs/Accel%20iQ%20-%20Portrait%201.jpg) ![Brand tagline – Accel iQ](https://www.betterknown.com.au/hubfs/Accel-iQ---Portrait-3.jpg) Accel iQ has reimagined a world where students are better supported in their journey towards university. Better Known understood where we were headed and designed a brand that felt right from the get-go. From their brilliant positioning to the playful aesthetic, we were constantly delighted with their creativity. Tony Dormer, Director – Accel iQ ![Website – Accel iQ](https://www.betterknown.com.au/hubfs/Accel-iQ---Wide-4.jpg) **A bold new brand built on purpose** To help attract STEM-inspired students across the state, we created a brand identity and voice for Accel iQ. The identity champions the idea that STEM opens up a world of opportunity, with a straightforward voice that punctures the inspiring world of engineering, design and tech. ![Mobile site – Accel iQ](https://www.betterknown.com.au/hubfs/Mobile-1.jpg) ![Social media – Accel iQ ](https://www.betterknown.com.au/hubfs/Accel%20iQ%20-%20Wide%207-1.jpg) ![Brand message – Accel iQ](https://www.betterknown.com.au/hubfs/Accel%20iQ%20-%20Portrait%206.jpg) ![Poster – Accel iQ](https://www.betterknown.com.au/hubfs/Accel%20iQ%20-%20Portrait%205.png) **Brand design** As both an online and campus-based school, it was essential that the brand was flexible; it needed to work across all brand touchpoints, from signage to social and web. The identity builds brand equity through a persistent use of a brandmark, illustrated with a set of STEM-based illustrations. We harnessed digital and print marketing to launch the brand, with each and every marketing touchpoint made accountable and measurable through a reporting platform. Georgina Hannekum, Director at Better Known, said of the new identity: "We’re driven by our mission to help start-ups and entrepreneurs become well known, faster. We saw an opportunity to create a brand that was radically different in its category and more accessible. Working with the iQ team was a brilliant partnership built on mutual trust and a whole lot of positive energy." [![We collaborate with ambitious brands. Want to work with us?](https://no-cache.hubspot.com/cta/default/8985123/ccfeb345-7cfd-4f3e-badf-64b1810e051c.png)](https://cta-redirect.hubspot.com/cta/redirect/8985123/ccfeb345-7cfd-4f3e-badf-64b1810e051c) ### More Work ![Brand image – Dr Michael O'Gorman](https://www.betterknown.com.au/hubfs/raw_assets/public/Better-Known-Theme/images/work/related/thumb-1.png) [ Creating a life-changing brand](https://www.betterknown.com.au/en-au/creating-a-life-changing-brand?hsLang=en-au) [ Creating a brand for the rubbish revolution](https://www.betterknown.com.au/en-au/creating-a-brand-for-the-rubbish-revolution?hsLang=en-au) [ A progressive brand for the new world of work](https://www.betterknown.com.au/en-au/a-progressive-brand-for-the-new-world-of-work?hsLang=en-au) ## Subscribe