Monash is a Group of Eight university, and the largest and most comprehensive university in Australia. It has never been as well-known as it should be – and it was time to make that happen.
We were commissioned to create a new strategy and identity for Monash. It was essential to reinforce the brand heritage, differentiate them from the other universities, and bring the pride back to the brand.
Monash University has a very interesting history. It was founded on the basis of a strong belief that all people should be able to access education. From these strong roots, the University has continued to provide teaching and research that made a real difference to Australia – and to the world. There was ample evidence of what they had achieved. We just needed to find a way to bring that to the fore.
We created the brand idea: ‘make a bigger impact’ that summed up their historical and current ambitions. It served as an invitation to students, past and future, to play a role in society. This idea drove the creation of a new look and feel, tone of voice, and brand identity. It’s based on a dramatic graphic ‘M’ that provides a backdrop for stories about people, achievements and tells the Monash story in a contemporary, vibrant way.
The new brand identity stimulated the creation of a new TV brand campaign, launched in 2017. The new monolithic brand architecture system is also fueling a much more coherent view of the university. The new brand identity, positioning and architecture are reinforcing its top tier status in Australia.