Chisholm Institute is a leading vocational education provider in Victoria, driven by a bold ambition: to empower local community with global impact. This ambition lives in Chisholm’s DNA – connecting diverse local and international students, integrated with its commercial and social missions. But, in a landscape full of uniform TAFE offerings promising the same thing, Chisholm needed more.

It needed to transcend the crowded education category and connect to every part of its diverse mission – from local and international student audiences, to its commercial, and social initiatives – not just student acquisition.

In short, it needed a brand.

From its inception, “For the better” was more than just a marketing tagline – it was a brand-as-business idea.

“For the better” became an organisational mantra, driving student acquisition, aligning internal processes and policies, student support services, hiring practices, and the business philosophy.

It helped Chisholm transform into a premier education institution, attract better talent, become an employer of choice, drive better student enrolments, and out-perform year-on-year targets against fiercer competition and reduced marketing spend. And best of all: it energised the Chisholm community and transformed it into a force for positive change. All for the better.