Challenging Thinker

The University of Tasmania is the tenth largest university in Australia. The education sector in Australia is undergoing significant change: in funding, in increased competition from overseas and the increase in online learning.

And new technology, online learning and a new generation with different expectations of education are changing the university ‘experience’. They speak to diverse audiences – government, local businesess, influencers (schools, parents, career advisers) and undergraduate and postgraduate students.

The strategy had to speak to them all via multiple channels. It had to make the university aspirational to local students who might not feel ‘good enough’ to go to university, as well as students who might be lured to mainland universities. The brand idea, ‘challenging thinkers’, described what they offered as well as the type of students they wanted to send out into the world. It’s a big call to action. We changed the name back to University of Tasmania.

We created a striking new brand identity based on a triangle shape that allowed them to present diverse messages, while maintaining a consistent image of the university. The new brand was launched in 2014 with events on all three campuses, where students and staff were invited to take part in an interactive quiz to find out ‘what kind of Challenging Thinker’ they were.