Just as a business needs branding, a product or service can be strengthened with the creation of its own visual identity. With the launch of the new Bachelor of Science Advanced (Global Challenges) course, Monash University needed a campaign with impact to introduce this new offering to potential students.
In a collaborative effort with RLD, Big Words and Kristian Gehradte, the campaign’s tagline of ‘Have you got the edge?’ spoke to the forward-thinkers, innovators and future change-makers, and sparked the thinking around being that one that’s different to the rest.
A simple symbolic translation of this concept into beautiful, perfectly-aligned still photography formed the visual basis for this campaign. A great idea has legs, and this concept can be appropriated in a thousand ways to give the campaign depth, visual interest and longevity.
The brand we created for Global Challenges appeared throughout print collateral and the website design, and gave Global Challenges a unique and poignant visual identity which translated the inherent qualities of the course in a fast and meaningful way.
Though a simple, seemingly small idea, ‘Have you got the edge?’ and its accompanying imagery completely repositions the course, speaks to the core values of its target audience, and gives it a unique brand of its own.