WESTERN SYDNEY UNIVERSITY

OVERVIEW

  
    CLIENT:
    Western Sydney University
  
    AGENCY:
    	Citizen
  
    PROJECT:
    Western Sydney University Rebrand – Verbal Asset Development 
  
    MY ROLE:
    Brand Communications Strategist, Senior Writer & Editor 
  
    DATE:
    2015
  
    SECTOR:
    Education

THE CLIENT

Located in Australia’s third largest and fastest growing economy, Western Sydney University was ranked among the top two per cent of universities in the world by the prestigious Times Higher Education World University Rankings in 2014.

With a reputation for student-centred learning, a track record in delivering impact-driven research and a growing international reach and profile; the University is helping its students, staff and the communities it engages with, tap into a global perspective and unlimited opportunity for success.

ABOUT THE PROJECT

In 2014, the University appointed Citizen to develop its new brand identity as part of a major repositioning and rebranding exercise. With a bold new vision for its future underpinned by its ‘Secure Success’ strategy, the University sought to further strengthen it’s international profile and standing in Western Sydney. An extensive research exercise discovered that the things that matter the most to potential students were the same values and characteristics that are important to the University and the Western Sydney community. The brief was to capture the essence of those values – hard work, determination, optimism, boldness and creativity – in the University’s new brand identity and expression, encapsulated as ‘unlimited’.

MY ROLE

Working freelance as part of the Citizen team, my role was to develop the verbal assets required to launch the new brand including:

Key messaging
Language guidelines
Content / story bank development
Writing and editing of the University’s Undergraduate and Higher Degree Research Prospectus
Scripts for internal leadership team launch videos
Writing and editing of supporting collateral for Open Day 2015.