UNSW commits to positive social progress in new brand platform, via Howatson+Co
The University of NSW (UNSW) has launched a new brand platform, doubling down on its commitment to making positive social progress, via Howatson+Company.
‘Progress For All’ centres on the idea of collective progression, driven by ‘hearts’ pursuing a just future, ‘hands’ delivering practical and entrepreneurial solutions, and ‘minds’ that push boundaries.
The platform was developed through an evidence-based, collaborative approach, which clarified what is central to the university and its impact on, and place in, the world.
“‘Progress for all’ is bigger than a recruitment idea, it’s a holistic expression of the culture and ambition that runs deeply through the diversity of influence UNSW,” said Sofia Lloyd-Jones, executive director of marketing and digital experience, at UNSW.
Described to deliver a message of hope in an era of doomscrolling and negative news, the campaign reflects the university’s recognition of the challenges in the world, but also its progress it is making to address those challenges.
Executions focus on sustainability, health care and Indigenous equality, detailing real examples of how leaders from UNSW’s faculties collaborate to make ‘Progress For All’.
In addition to the new creative, Howatson+Company has been working with UNSW on media strategy, trading with a remit across Australia and the Asia-Pacific.
The agency developed a full funnel media strategy to effectively prime potential students to choose UNSW.
Howatson+Company has held UNSW’s media account since May 2022, and picked up its creative and production duties in April last year.
Credits:
Client: UNSW Sydney
Executive director, marketing & digital experience: Sofia Lloyd Jones
Head of future students marketing & content: Miki O’Farrell
Strategic marketing consultant: Livia McKenzie
Agency: Howatson+Company
Founder/CEO: Chris Howatson
Executive creative directors: Jermey Hogg & Richard Shaw
Senior copywriter: Ernie Ciaschetti
Senior art director: Dan Smith
Senior producer: Caitlin Perz
Planning director: Georgia Pritchard
Client partner: Sophie Sykes
Senior business director: Lisa Zimpel
Associate design director: Jo Cao
Studio lead + retoucher: Simon Merrifield
Finished artist: Patrick Rivera
Chief media officer: Sasha Smith
Media directors: James Frith, Anthony Damiano and Jamie Nelson
Media managers: Rajat Sheth, Jeffy Thomas, Shannen Ciar
Media executive: Nicky Ta
Production company: Collider
Director: Versus
EP: Rachael Ford-Davies
Producer: Annie Schutt
DP: Tyson Perkins
Editor: Sean McDermott
Production designer: Loretta Cosgrove
Casting: Byrne Casting
Post production: Collider
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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