The University of Technology Sydney unveils new strategic positioning and brand platform

April 28, 2025 11:16

The University of Technology Sydney (UTS) has undertaken a big strategic move to differentiate itself and unify its brand in a competitive and oversaturated sector, with a new brand platform from The Core Agency.

Following a competitive pitch, The Core Agency was tasked with defining what UTS’ positioning is and what the university calls a brand platform, before creating the work itself.

Taking a brand storytelling approach to the new creative, the campaign features three hero films following the tagline, ‘It’s not just a university, it’s UTS’. It focuses on the way UTS tries to challenge the status quo of traditional institutions.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.