The Auckland University of Technology (AUT) has unveiled a new brand campaign marking 25 years as a university and more than 130 as a place of education.

The campaign, launched on Friday, celebrates AUT’s reputation for pairing academic excellence with hands-on, real-world experience.

Replacing the ‘Find Your Greatness’ campaign used since 2020, the new positioning ‘Knowledge That Works’ reinforces AUT’s strength as a university where students learn by doing.

Vice-Chancellor Professor Damon Salesa said the refreshed focus highlights AUT’s difference in a fast-changing world.

“The world needs new ways of thinking and learning that are open, inclusive, and enthusiastically hands-on,” he said.

“AUT’s strength is providing students with the real-world experience they need to become future-ready graduates.”

More than 90% of AUT’s bachelor graduates complete work experience as part of their degree, a reflection of its strong polytechnic roots.

Chief Marketing Officer Jayne Mayerhofler said workshops and testing showed “an appetite for a bolder, more self-confident voice.”

The campaign features current students and alumni from diverse backgrounds, photographed with props representing practical, applied learning across AUT’s many disciplines.

For many Hibiscus Coast students, AUT’s North Campus offers an accessible path to degrees that blend classroom learning with practical skills and strong industry links across Auckland.

The new look will appear on AUT’s digital channels, billboards, buses, and across its North Shore, City, and Manukau campuses, a visible reminder of the university’s focus on real-world knowledge.

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