Southern Cross University Brand reposition

Changing public perception of the instituion

Transforming Tomorrow Brand Reposition

I had the opportunity to lead a brand repositioning project for Southern Cross University. The existing brand was rigid and did not allow for tailored experiences to specific audiences. To address this, the CMO conducted market research and internal dialogue, which I was fortunate enough to be part of, to gather insights from internal and external audiences. We used these insights to enrich and add flexibility to the university’s external and internal communications through a much clearer and concise brand position.

The brief for this project was to reposition the existing brand without changing the master brand lockup across all campuses and associated digital properties. As the lead on this project, I started by working closely with the existing brand and putting together a rough brief and direction. I introduced a new color palette by building and deepening the existing brand colors. To address problems we were having with the existing master brand mark, I created another more compact version of the logo. I also made sure to keep the new brand inclusive and flexible to meet the needs of all users, while emphasizing that this was just one step in the evolution of the brand.

For the launch, I led my team designing a brand identity guide, landing pages, single pages, out-of-home (OOH) advertising such as buses, trams, billboards, and bus shelters, and social media assets. We also created an 84-page magazine that went out to every student, staff member, and alumnus of the university. This repositioned brand is now embedded in all internal and external communications and has led to a record 18% year-over-year increase in student enrollment.

Overall, this was an exciting project that required a deep understanding of the brand’s audience and the ability to create a more inclusive and flexible brand identity. I’m proud to have led this project, and I believe the results speak to its success.


Statistics from 2022 – 3

As a result of a more recognisable and more
consistent brand application on and offline,
at events, activations and out of home advertising.



Increased year on year
student intake by


while overall higher
education market
average was


Digital Channel
increase in
click through rates


Overall applications up