Charles Darwin University
A new world university
CDU had struggled to create a unique positioning that would distinguish them from other institutions and appeal to students who saw themselves a little differently. Our brief was to create that unique positioning to drive domestic and international student enrolments.
Our research found that many of the values that students hold – social justice, sustainability, collective effort and creativity – are the very principles upon which Charles Darwin University was founded and continues to champion.
Our brief was to bring to life the delicacy of these ideals in a manner that avoided the clichéd self-congratulatory graduation and student lifestyle images that are the norm for this category.
This multi-channel national and international campaign integrated television, press, outdoor, cinema, radio and online communications. The new brand positioning and identity spoke with a singular voice and achieved much over a 5 year period with relatively small budgets, including driving increases in student acquisitions year-on-year.
The campaign was awarded Gold for Innovation in Brand Renovation/Re-branding and Silver for Innovation in Brand Development at the 2017 Stevie Awards (Asia Pacific).
Working alongside the Creative Director and Head Copywriter, I was involved in almost every aspect of CDU's rebranding from the initial creative concept and art direction right through to production, liaising with illustrators, animators and directly with the client.
