UOW In Search of Strength
The University of Wollongong has launched a powerful new brand campaign designed to raise awareness, enhance reputation, and drive preference for the university. We designed a bold and insightful strategy for the campaign plus a multi-layered package of branding assets that work as a system to hit focus touchpoints.
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UOW In Search of Strength
Wollongong Strong
The University of Wollongong has launched a powerful new brand campaign designed to raise awareness, enhance reputation, and drive preference for the university. We designed a bold and insightful strategy for the campaign plus a multi-layered package of branding assets that work as a system to hit focus touchpoints. Driven by the central campaign idea ‘Wollongong Strong’ our rich content ecosystem features five change agents from within UOW and includes everything from a dynamic brand commercial to Open Day brand activations and a Wollongong Strong website.
Where does strength come from?
From our initial research and many years of working collaboratively with UOW, we found there was little doubt that the strength of character evident in the Illawarra region would seep into the university’s DNA. We called it ‘Wollongong Strong’ — an idea that translates to hard work, determination, and fearless thinking in the pursuit of UOW’s ongoing mission to better society. The idea that no matter where UOW alumni might then go in the world, no matter what they do, they can always draw strength from their time at the university.
In search of strength
We collaborated with The Glue Society to craft a pivotal brand commercial as well as five short films featuring UOW academics and supporters — each embodying the idea of Wollongong Strong. Focused on five change agents from within the University, these content pieces uncover the person behind the academic. We see what drives them on a personal level, intimate moments from daily life becoming metaphors for their fearless work. We come to understand how UOW has nurtured this fearlessness and supported the effort underneath the results.
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“From disease-fighting research to world-changing inventions, everything that is worth fighting for takes strength and perseverance. These shared values unite students with UOW at a time when they need it most.”
Ant Donovan, Group Creative Director, Frost*collective
Film & Production: The Glue Society
Creative Direction: Frost*collective
