ABOUT

The Brief –
Create a name and a brand to launch the £300m Development Fund for the University of St Andrews.

St Andrews is a small, research-driven university - remote and seemingly isolated in a corner of the Fife coastline - yet it holds a remarkable global influence, standing at the forefront of addressing many of humanity’s most urgent challenges. St Andrews wanted a name and a brand that could serve as a compelling call to action - one that inspires support and underscores how the university continues to punch well above its weight on the world stage.

Concept –
MAKING WAVES: The Campaign for St Andrews

Our Making Waves concept is best represented by the brand manifesto we wrote for the programme - that has formed the foundation for all communication around the campaign.

The waves that break on the West Sands Beach do more than shape the corner of Fife we call home. The sea’s never ceasing movement is a metaphor for the inquiring minds we nurture, support, and send out to every corner of the globe. Those waves represent the power of St Andrews graduates to drive transformation, to forge new directions, to inspire progress and purpose wherever they land.

As an institution, we are anything but unchanging. We are constantly evolving. We challenge conventional thinking with bold ideas. We are unafraid to be the first to try things – and we’re quick to deliver on our ambitions.

Wherever you see change, creativity, and invention anywhere in the world – you’re likely to see the influence of St Andrews at work. Because we are here to make a difference.

It’s not always easy, it’s not always comfortable – change never is. Rejecting convention, taking that first step, trying things that have never been done before – it’s a challenging role to play.

But we embrace adventure, we look to the future not the past, we are bold, and we are brave in our constant pursuit of excellence.

We don’t ask what the world can do for us. We ask what we can do for the world.

Because at St Andrews, we change the world.

By Making Waves.

Execution –
The campaign needs to exist in three separate mediums.

It obviously works in a variety of offline collateral and outputs - prospectuses, brochures, direct mail pieces, and more.

It is also used extensively across digital media - websites, social media, digital display and more.

And it is used in a wide variety of experiential forms - launch events for the campaign have been held on three continents with support materials needed for all.

Over and above the brand identity, we developed a new design system and a series of graphic design assets that can be incorporated into a variety of mediums and also animated using motion graphics to bring digital and video communications to life.

The brand is used not just by Whistlejacket but by a variety of in house teams at St Andrews as well as other agencies used by the Development Team, so the work needed to be both flexible and provide structure to the campaign while also allowing other creators to apply it to their own mediums and messages.

Results –
The campaign has allowed 10+ years to raise the £300m target - but while we have been asked not to divulge precise figures, the campaign has already passed a significant milestone in its first 6 months (beyond all expectations).