Monash is a Group of Eight university and the largest and most comprehensive university in Australia. But it is not well known for what it does.
We were commissioned to create a new strategy and identity for Monash that would help them stand out and build pride in the brand.
Monash University has a very interesting history. It was set up to provide education for people who could not previously afford it and to do teaching and research that made a real difference to Australia and to the world. And they had ample evidence for what they had achieved.
That needed to come to the fore.
We created the brand idea: ‘make a bigger impact’ that summed up their historical and current ambitions. It served as an invitation to students, past and future, to play a role in society. This idea drove the creation of a new look and feel, language and brand identity. It’s based on a dramatic graphic ‘M’ that provides a backdrop for stories about people, achievements and tells Monash’s story in a contemporary, vibrant way.