AMFI | culture change | employer branding | educational institute

amfi

change

the

culture

CULTURE CHANGE | EMPLOYER BRANDING | BRAND STRATEGY CURRICULUM POSITIONING | INTERIM MANAGEMENT

In 2021, the Amsterdam Fashion Institute faced challenges regarding a safe learning and working environment. Negative reports dominated the news. And it quickly became clear that both faculty and students considered AMFI an unsafe institution.

A deeper dive into the organization revealed a dynamic entity, popular with prospective students, frequent power shifts, secret alliances, and an inadequate budget. This resulted in unclear educational innovation and inconsistent communication.

The task began simply: opening the doors (literally). Listening to the students, the staff, and the industry. This led to a mapping of the organization, identifying blind spots and acknowledging missing expertise.

Based on this, a shared vision and broadly supported educational blueprint was developed that meets the needs of faculty, current students, today’s society, and the changing landscape of tomorrow. This translated into the first steps of a phased educational renewal, a concept for a new fitted study program, and a safe working and learning environment.

In addition, lecturers were more involved in the organization, the evaluation structure was adjusted, and the growth of the D&I culture was supported in all aspects. A student council was established, as well as a platform for the invisible group of freelance lecturers. Finally, a coherent communication plan has been drawn up, and work is underway to establish an advisory committee.

In other words, the print for a safe study and working scenery, and a course renewal, has been laid out and can be completed in the coming years.