On 30 August 2015, the University of Western Sydney rebranded. It was the first identity shift in over a decade. Though the change was subtle, it was bold, now being known as Western Sydney University, symbolising the value it has for its community – putting Western Sydney first.
This name change was accompanied by a new visual identity including a new logo, alongside a refreshed brand attitude and voice more relevant to the incoming wave of students and an international audience. The other aim was to address the changing landscape of Western Sydney, which is now the fastest growing part of the country with an amazing amount of investment being poured into the area from infrastructure, to innovation and the arts.
This nine-page case study comprises extended campaign post-analysis including the strategy, execution and results of the transformation of University of Western Sydney into Western Sydney University and its launch campaign 'Unlimited' that embraced the diversity of its local community and told the remarkable story of child solider turned human rights lawyer Deng Adut.