University of New Castle
2008 ReBrand 100 Winners > merit
Industry: Educational Institution - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - • Tertiary Education • The University of Newcastle is a leading tertiary education institution in the city of Newcastle in New South Wales, Australia Challenge - • To create a standout position in a generic sector, especially as the University of Newcastle had low awareness with key audiences • The University had been undergoing significant market-led changes and needed a new brand to communicate this • Needed to create a leadership position, especially as University of Newcastle competes with universities in bigger Australian cities Strategy - • Position University of Newcastle as a world-class university with a great work/life balance (due to its position in one of Australia’s biggest beachside cities) • Position as a challenger brand • Create a modern logo that incorporates aspects of the University’s heritage (the ‘seahorse’ and the ‘crest”), and then develop a striking, bold identity using engaging imagery, strong fonts and bright colours to demonstrate innovation, leadership and lifestyle Result - • Launched February 2007 • Principals asked to design their first ever prospectus and first preferences have gone up 3%, increasing market share. Other universities have gone down up to 5% • The new identity has improved morale and pride in univesity Credits: Client: The University of New Castle - www.newcastle.edu.au Brand Strategists/Designers: Principals - www.principals.com.au Creative Director: Simon Wright Lead Designer: Nigel Macquet Account Manager: Kate Ellsworth Account Director: Claudia Marvin Print Production: Dean Varndell Strategy: Sandy Belford Client - Position/Name: Andrea Hammond [back] |
