In its first brand campaign in more than three years Deakin University is celebrating its progressive and courageous mindset.
The campaign, by The Royals, draws inspiration from the 'Light and Space' movement of the 1960s and uses geometric shapes to represent the problems of the future and encourage the use of new thinking for a better tomorrow
It also features forward-thinking academics, students and alumni to demonstrate its progressive mindset.
Among those featured are Alex Smith, a Deakin Business & Law student; Barun Chatterjee, a Photography and International Relations major turned international filmmaker; and Professor Ying (Ian) Chen, whose team has manufactured a super-absorbent material called boron nitride nanosheet, a huge advancement in oil spill clean-up technology.
Deakin University executive director of marketing Trisca Scott-Branagan says: “Deakin is a young, vibrant and cutting-edge university with great ambitions, and it’s our people that are the embodiment of our culture and the essence of who we are as a brand. ‘Think Young’ represents our challenger mindset and aligns our marketing and reputational goals for the future with those of our extraordinary students, staff and Deakin alumni.”
The Royals ECD Nick Cummins says: “We wanted to create a campaign that was a distinct contrast from the rest of the University category. With ‘Think Young’, the execution had to feel as fresh and modern as the idea itself. The ability to hero members of the Deakin community who ‘Think Young’ on a daily basis gives the campaign an authenticity that’s impossible to fabricate.”
The brand campaign also includes a website redesign from DT. The redesign aims to highlight Deakin’s focus on being a digital leader in its field and its longstanding record for use of cutting-edge technology.
“We really wanted to produce a website that would make complex decisions easier through excellent information design. This was all about helping people research as a community, instead of leaving them to evaluate options alone. We’ve used immersive, emotive content that should appeal to and accommodate the diverse needs of a university’s public-facing audience,” says Vella.
The new site can be viewed at www.deakin.edu.au
