UNSW FOUNDERS BRAND CREATION
Capturing entrepreneurial spirit with dynamism
Challenge
UNSW had an outstanding record for fostering entrepreneurial talent but their programs were fragmented across the University. They needed to consolidate all entrepreneur programs under one new Founders brand.
Approach
After conducting brand strategy workshops we established a brand blueprint centred around the brand essence 'Entrepreneurs for Tomorrow'.
Solution
We created a variable logo to represent experimentation at the heart of entrepreneurialism. The dynamic logo differentiated each program, whilst maintaining brand cohesion.
Results
The new identity helped raise funding and drove participation and awareness in programs. During the Founders first year in market one program attracted over 8,000 participants.
BRAND STRATEGY
BRAND IDEA
LOGO DEVELOPMENT
CREATIVE DIRECTION
DESIGN SYSTEM
BRAND GUIDELINES
Completed at Precinct
DYNAMIC GRAPHIC LANGUAGE: The variable logo, combined with a fluid and dynamic graphic language, reflected the experimental nature of the entrepreneurial experience.
ENVIRONMENTAL APPLICATION: The logo was adapated for pitch night events and incubator workshop signage.
FLUID DESIGN SYSTEM: Guidelines allowed for a wide range of graphic expression - from highly playful to more sophisticated applications.
