UNIVERSITY
OF MELBOURNE
BRAND REFRESH

Giving fresh life to a established, world class brand...

The University of Melbourne is one of the oldest and most prestigious of Australian universities. Research shows that its brand, its reputation, is the primary reason that prospective students, staff and collaborators choose the University of Melbourne. Unfortunately, the application of the University's brand, particularly its visual identity, was not living up to its reputation.

Hive Creative was engaged to address this issue. Hive engaged a multitude of stakeholders and representatives across the university and worked with the project steering committee and the executive team to deliver a brand system that supports individual outcomes while ensuring a sustained investment in master brand equity.

I was lead designer on this project, working closely with Hive's Creative Director, Account Manager, and client contacts to develop the visual aspects of this new brand system. This included navigating a complex ecosystem to create effective brand tools and rules that would be clear, firm, but flexible. We addressed all aspects of visual communication, from corporate stationery, to course guides, to in-house produced flyers, to wayfinding, to advertising. The new brand identification system allows everyone to benefit from master brand while clearly distinguishing individual entities.