The University of Tasmania has recently launched a range of Associate Degree programs as pathways towards University Degrees or career advancement that were introduced to encourage school leavers to continue further education in Tasmania. They named it University College.
To be strategically driven at every level, S. facilitated a day-long brand audit workshop with the key players and stakeholders of University College, including the CEO, GM, marketing team and teachers. Together, we unearthed the essence of University College, identified the target audience, created a tone of voice, discovered a personality and found a positioning line: Big on Experience. This idea has led to the creation of a unique identity and ultimate strategy for the future.
University College’s distinct point of difference is the combination of industry, real-world, practical learning and university style learning at UTAS—University College is all about experience and the pathways available upon graduation.
Following the logo design, we went on to create full brand collateral and a marketing campaign which officially launched University College at their Open Day in August 2017.
As part of the brand strategy, we identified that the look and feel of the campaign should steer apart from typical University jargon, should not be corporate and should reflect the "Big on Experience" positioning line.
The experience through practical, hands-on learning and the fun, day-to-day journey of the UC experience were critical to this concept. The idea was to connect to the target market value segment by creating engaging imagery through happy, relatable people that told a story of their experience; be it by going on to study a bachelor degree or enter their chosen career.
It's hard not to get good vibes from the genuine, bubbly faces that have featured throughout this campaign.