Torrens University’s brand refresh of the Blue Mountains International Hotel Management School (BMIHMS), successfully elevated it to a prestigious and luxurious status comparable to renowned Swiss hotelier schools. This comprehensive effort involved updating the visual identity and refining the brand’s positioning, values, mission, purpose, and tone of voice, emphasizing excellence, innovation, and a transformative educational experience.

The collaboration with local design students produced a logo that embodied premium quality and modern aesthetics, highlighting the uniqueness of the Blue Mountains.

Despite the challenges of guiding students without stifling creativity, securing executive and industry approval, and gaining support from a vocal alumni community, Torrens University achieved a distinctive brand mark and developed comprehensive brand guidelines to safeguard the brand’s premium positioning.

The overwhelmingly positive response from stakeholders, including industry leaders and alumni, underscores the success of the rebrand. Anticipated outcomes include increased web traffic, higher social media engagement, enhanced brand visibility, improved enrolment rates, and strengthened industry partnerships, positioning BMIHMS as a top choice for premium hospitality education.