Our Shared Identity project
In August 2013 Macquarie University's Vice-Chancellor, Professor S Bruce Dowton, delivered a whitepaper - 'Our University - a Framing of Futures' which outlined the broad strategic direction for the University over the coming 10 years.
'Our Shared Identity' is one of the twenty-one strategic projects identified in that strategic framework. It has the objective of reinvigorating the Macquarie University brand to ensure that it:
- aligns with the strategic direction, vision, values and mission of the University - both in its visual form, and in the way we talk about ourselves to our many target audiences worldwide
- clearly differentiates Macquarie in a cluttered and homogeneous marketplace
- is experienced by our staff, students and other key stakeholders in ways that are consistent with our values and vision for the University.
The strategic development of the brand is reaching its conclusion and has been led by Melbourne consultancy PUSH Collective. Their work has involved the following phases:
- Brand strategy, which includes:
- brand value proposition development
- brand architecture
- some work on sub-brand value proposition development
- Creative development, which includes:
- evolution of the Macquarie brand mark
- development of a supporting visual identity system
- brand architecture design solutions
- High level implementation, which includes:
- development of brand guidelines
- artwork for master brand
- development of a brand lexicon
- art direction of photographic approach
- training of in-house teams and supplies
The activation phase commenced in July 2014 and involves two streams:
- Technical implementation
Internal activation and socialisation
Successful brands across all industries have one defining characteristic: an energised employee base that believes in the brand, feels empowered in working toward a shared mission and has the tools to deliver upon this. While representative groups of the University community have been consulted with and involved in the Shared Identity project, the large majority of the University community does not yet have a full understanding of the brand narrative and its creation story; let alone the right lexicon to talk about the brand. The objective of the internal activation and socialisation stream is to build an appreciation amongst our key constituents that the brand narrative that has emerged in the Shared Identity project is fully authentic, reaching back to Macquarie University's establishment and growth, and to perceive how this narrative will guide our future. This stream is comprised of:
- A launch event to all staff
- Incorporation of brand activation communications, activities and branded collateral into relevant events in 2014 with the view to socialising the brand amongst current students, staff, alumni, donors and prospects and corporate partners and the business community
- Brand coaching for executive and other senior academic and professional staff to ensure that brand value proposition is well understood and incorporated into all aspects of University business.
Technical rollout of the brand and the visual identity
The technical rollout will apply and implement the new brand mark and visual identity system across the vast array of branded material that is used for marketing communications, learning and teaching, internal communications and other University business. The technical implementation will focus on two key objectives:
- Creating a comprehensive suite of templates that the University community will use to produce its marketing collateral. This includes all print, online and video materials. Alongside this work a full program of training and induction into the use of the identity system will be conducted as well as the governance processes to ensure ongoing brand compliance.
- The development of high impact brand elements that will launch the brand to the community and external audiences from January 2015