ABOUT

Our mission was to work with Queen’s University Faculty of Engineering and Physical Sciences to create a strategic response that would effectively change the way in which educational institutions attract and recruit students locally, nationally and internationally.

For clarity of purpose, it was essential that this not be a superficial or token, cosmetic response. The scope and remit of Queen’s 2020 brand strategy required a unifying brand outcome that would effectively align multiple faculties with the real-world expectations of students and employers.

Recognizing the necessity to challenge and validate ‘institutionalized’ thinking prevalent across the educational sector, the QUB marketing team adopted a ‘Day 1’ approach to the subject matter, allowing us to question previously accepted cornerstones of generic university marketing.

The outcome created in partnership with the QUB marketing team a validated restructuring of the ‘university’ to ‘audience’ conversation that expands that conversation beyond the clichéd images of none-descript young people smiling at the camera and the obligatory universal graduation day image.

Best described as a cerebral response, the strategy that was to drive the creative direction of the campaign was built on three columns of informed understanding that could be applied without bias across the width and breadth of the School and indeed – the University:

Acquire
Apply
Augment

Each of these pillars support the collective, lifelong benefit of becoming a QUB graduate. You will Acquire a world class and industry specific education. You will then Apply that knowledge in your chosen filed. Eventually, you will come to Augment that knowledge with the insights you have gained during your working life and be qualified to one day pass that knowledge onto another generation.