The strategy in a sentence:

We embed new meaning into The University of Sydney' brand platform "Leadership For Good" by discovering that the University is a community of great thinkers who continuously move society forward.

The University Of Sydney needed to unify their marketing under a common banner. When we began working with this brand, faculties and disciplines had disparate and fractured communications. Even worse, no one in the marketing team had pinned down the true meaning of their brand platform "Leadership For Good".

This project was to define a new meaning for Leadership For Good and filter down into actionable messaging for every audience for University Of Sydney including: students, faculty, researchers, government, alumni, parents and staff.

We discovered a new meaning, leaning into the legacy of the brand and allowing the University to create communications around ideas that move us forward. Please have a look at the work below