Communicating endless possibilities, made simple.
UTS needed a cohesive creative approach to inform the brand of its postgraduate “stackable” degrees. As customisable degrees that allow students to design their own course, UTS needed a campaign that somehow captured seemingly limitless outcomes, getting our audience to imagine their future, while still presenting a solid, cohesive brand.
Rather than fall into category-tropes of campus buildings, or classroom environments, we decided to make the individual the hero of our campaign. Every one of us is unique, a fact that’s complemented well by UTS’ degrees that are tailored to your specific interests. Our design team gave the campaign a distinct, bold look that celebrated the individual.
Ok, that might be an odd question, but in building our campaign, it wasn’t just the individual we needed to highlight, but also the future potential offered to them by UTS: a future they still get to imagine and build. Using a strong combination of colours, organic forms, and our hero visuals, we communicated a sense of your future self that’s still to be decided.
The category was already saturated with the same old phrases (if we see the word “innovative” one more time…). So we stripped everything back, had a good think, and captured what we thought was the essence of UTS’ offering, expressed in a simple, effective phrase: “Invent you”. Our team also gave UTS the tools to communicate their offering consistently, shifting the focus away from concrete words like “curriculum” or “degree”, instead embracing a sense of potential. Would you rather “Invent your next course” or “Invent your next big thing”?
With Covid-19, suddenly universities found themselves having to pivot their services to cope with enormous changes in the society and the industry. Many of us found ourselves working at home, realising we wanted to reassess our priorities and were reimagining what our futures could look like. Our short course campaign had a greater sense of urgency, launching off the back of the HEC subsidy announcements, and adapting our “Invent You” branding to adapt to these newer, shorter courses and the context at the time.