Project Overview
The University of Tasmania asked us to review how they positioned themselves globally and in Australia to create a more coherent and compelling vision of their brand.
Project Commissioner
Project Creator
Team
Principals
Sandy Belford - Strategy Director; Katherine Hunter - Planning Associate; Tui Horo - Group Account Director; Helen Spoor - Account Manager; Simon Wright - Executive Creative Director; Darren Swain - Creative Director; Sam Dunham - Designer; Dean Varndell - Head of Design Implementation; Adam Leddin - Artworker; Hayden Mathys- Artworker; David Ing - Artworker
XXVI
Scott Lawrie - Group Director and Founder, XXVI; Hamish Cargill - Director of Brand Language; Carrie Dennes - Writer; Michael Thebridge - Writer; Jared Bedford - Writer
Project Brief
We were asked to address the question of their name and their visual identity. Their logo identified them as UTAS, which identified them well in Tasmania but was less well known in mainland Australia and not at all overseas. They are a world-class university, ranked in the top 2% of universities in the world but their brand identity, messaging and communications style did not reflect that – nor did it communicate their strengths to all of their audiences. They asked Principals to help reposition the brand, realign their architecture and create a visual expression that would stand out on the world stage.
Project Innovation/Need
We reinstated their full name ‘University of Tasmania’ in the logo and created a new look and feel that reflected the uniqueness of the University (their island status, their importance to the Tasmanian economy) and the boldness of their ambitions. We were inspired by the creativity of MONA (Museum of Old and New Art). And we had to create something that worked as well for their six faculties as it did for their specialist institutes. It had to reflect their brand idea of Challenging Thinkers.
Design Challenge
One of the key challenges was to align the entire University behind a master brand architecture, where previously their three specialist research institutes and a number of projects and initiatives of the University presented had their own identities. We had to re-think their brand architecture such that everything done in the name of the University was linked visibly to the core brand and thus everything helped build the University’s profile.
Effectiveness
The brand was launched on May 1st 2014. For the launch date, we designed and ran live events on all campuses, with merchandise, a video and booths and banners to draw in staff and students alike. We created a ‘Challenging Thinkers’ quiz, which engaged hundreds of people in the brand idea – beyond just the visual identity.
The new identity is now driving all of their university communications – for all audiences, from prospective students to careers advisers, post graduate students, businesses, employers and government. Their brand now has a key role in positioning the University and putting them on the map as a world class, world top 2% university.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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