The Adelaide University Student Union required a clarified brand direction and a new visual identity. Their goals were to increase membership beyond first year students, engage more with the entire student body, and to garner greater respect for the brand. Their mission is to be the heart, soul and voice of students on the campus of The University of Adelaide.

Our recommended approach was to take ownership of the word, “union” and to use a colourful language that engages with the students in their own style. This meshed seamlessley into their previous positioning of “life on campus”.

A verbal branding system was devised to represent ‘life on campus’ with a series of examples that embody the specifics of being a student on campus and that bring an element of humour and wit to the concept. The concept conveys the message that the Union works with students to improve, coordinate and create their experience on campus.