Creative / Strategic Direction
It’s fair to say that in 2011 university creative was dull. Every single university used a boring formula that was designed to depict a quintessential varsity experience shown in American movies from the 80s. Creative included a nice photo of three students, usually with some multicultural diversity, holding some books, with a tree and a campus building in the background. This generic approach to creative delivered no point of difference for many universities.
Research suggested the market’s perception of the University of Canberra was not reflective of the brand’s true offering, limiting level of enquiry and impacting application rates.
We encapsulated the University’s vision in the words ‘Inspiring Change’, which communicate the intent to be a bold and progressive young university. The creative idea, ‘Breakthrough’, underpinned the transformative experience the University offers to all who pass through it. The creative execution allowed the brand to move away from stereotypical category visuals to become an innovative and youthful brand.
The Breakthrough idea also became the theme of the UC’s strategic vision. In 2016 Vice Chancellor Stephen Parker noted in a speech that UC had nearly doubled its student numbers via the Breakthrough as the University became one of the world’s top young universities ahead of schedule.