I spearheaded this complex two-year project using existing budget and phasing the work over multiple fiscal years to ensure its long-term success. I began by building the strategy, working alongside a creative agency as lead partner and an inclusive marketing agency for DEI consultation and support. This was a highly research-driven process, including several focus groups, brand definition workshops, 1:1 interviews, student surveys, desk research, competitive research and measurement with an allies network.

Comprehensive brand guidelines were developed to outline the new rich content elements. This included refined logo treatments, accessible colour palette, updated typography, expanded visual expression (shapes, patterns, illustration, iconography), photographic direction, along with brand personality, tone of voice and messaging framework.

The refreshed brand launched as part of the university’s annual recruitment campaign in September 2024 with full brand guidelines published shortly after. The new brand has been adopted across the organization, moving the institution to an evergreen approach to content creation, building consistency across channels, increasing brand recall and ultimately improving brand equity.