Empowering engagement,
shaping decisions,
building trust.

While those who know us, love us, the name IAP2 Australasia did not clearly convey who we are or what we do.

We began as IAP2, the Australasian affiliate of the US-based International Association for Public Participation. While the term “public participation” is well understood in North America, it doesn’t carry the same meaning – or relevance – for Australians and New Zealanders.

Engagement with our members and stakeholders confirmed it: our name, and its reliance on the term “public participation”, wasn’t landing locally.

The preferred term? “Community and stakeholder engagement” – because it reflects how the practice is understood, valued, and delivered in our region.

That’s why we’ve become the Engagement Institute. A name that’s clear, confident, and human.

Market disconnect: The term “public participation” simply isn’t widely used or recognised in Australia and New Zealand. It doesn’t reflect how the practice is understood in our region.

Member feedback: A clear majority – 84% – of our members prefer the term “community and stakeholder engagement” to describe their work. It’s how they talk about what they do, and how they want their profession to be seen.

Brand recognition challenges: The IAP2 Australasia name and logo often required explanation. They didn’t clearly convey our mission or value. That’s a problem – especially when trying to advocate for engagement with decision-makers.

Advocacy goals: As Australasia’s leading voice for community and stakeholder engagement, we exist to elevate the profession and champion its role in decision-making. To achieve our goals, our name, purpose, and practice must speak the same language.

Global connection: While our new name strengthens our local identity, we remain proudly part of the IAP2 global community. We’ll continue to collaborate internationally and share knowledge across borders.

In 2023, we conducted a brand tracking exercise and engaged an external strategic brand agency to explore whether there was a mood for change among our members – and if so, to gather insights to guide the development of a new brand.

To ensure any change was evidence-based and grounded in member feedback, we undertook a targeted focus group in April 2024 with 22 key stakeholders – including Honorary Fellows, Fellows, former Board members and Trainers.

To validate these findings, we then surveyed our membership to gain broader insight and input.

In line with our organisational values, we’ve actively and strategically engaged with members and stakeholders over the past 18 months. The feedback was clear – there was a strong sense across the Australasian membership that change was needed.

The rebrand reflects that feedback and the conversations that shaped it. To date, we have:

• Engaged with members and stakeholders to explore the case for change.
• Consulted with the IAP2 International Board and the IAP2 Region Chairs Committee on the proposed rebrand.
• Held focus groups with 22 respected members of IAP2 Australasia – including former Board members, Honorary Fellows, Fellows, Trainers and others.
• Surveyed members at key points – including through face-to-face workshops, webinars and an online survey – to ensure we captured a broad range of views.

We worked within clear parameters to ensure the new name met the needs of our organisation and stakeholders:

Clarity: A name that’s immediately understood – and clearly aligned with our purpose.

Simplicity: It shouldn’t need explanation. The meaning should be obvious at a glance.

No acronyms: We avoided acronyms to keep the name accessible, approachable and easy to remember.

Searchability: We prioritised key terms – like “engagement” – to make the name easy to find online and relevant to our work.

Availability: The name had to be available as a domain and free of conflicts with existing organisations or trademarks.

“Institute” conveys gravitas and credibility. It reflects our commitment to professionalism, education, and purpose-driven initiatives within our field.

It clearly communicates what we do: a focus on education, advancing best practices, and being a leader in our profession. The name connects our goals with our actions, presenting us as an authoritative yet approachable organisation.

Our members know better than most – language matters. The same word can mean different things to different people, shaped by their own experiences.

That’s why we’ve been thoughtful about the word “institute”. Backed by our broader branding – including our logo, design and tone – it brings a sense of approachable authority. It strikes the right balance between professionalism and warmth, helping us connect with stakeholders while still reflecting the seriousness of our work.

We explored other options, but none had the same mix of clarity and credibility. Some felt too casual – others didn’t capture the depth of our purpose.

The new visual identity was designed to strike the right balance – credible and professional, like the Australian Institute of Company Directors or the New Zealand Institute of Company Directors but with added warmth and approachability.

The logo brings this to life. It uses the letters E and I from our name in a subtle, abstract way – showing people coming together and linking up to create positive outcomes.

It’s also practical. The logo works across print and digital formats and can be used on its own as a stamp of accreditation or to show membership at different levels.

The colour palette is warm and contemporary, designed to pair beautifully with human photography and abstract graphics – helping us tell rich, engaging stories visually.

Members can expect:

• A name and identity that better aligns with their work.
• Continued connection to the IAP2 global network.
• Enhanced credibility and visibility for their profession.
• No interruption to our delivery of the IAP2 Australasia Certificate of Engagement.

New member logos and other resources can be found in the member portal.

All our training delivered to date remains valid. The Engagement Institute will continues to deliver the IAP2 Australasia Certificate of Engagement and associated courses with course content or recognition of the certificate remains the same.

However, the Advanced Certificate of Engagement and Specialised Courses developed by the Engagement Institute will be branded as such.

You will start seeing the new brand reflected in course materials, certificates and templates.