Charles Sturt University (CSU) is one of Australia’s leading educational facilities, with campuses in Albury-Wodonga, Bathurst, Canberra, Dubbo, Goulburn, Ontario (Canada), Orange and Wagga Wagga. It is also the largest national provider of online courses in Australia.
Two decades of large scale growth had resulted in a confused set of overlapping identities within CSU.
The university's brand was complex with a winery, research papers, marketing documents, teaching documents and many joint venture partners to manage. Multiple stakeholders in multiple locations led to inconsistent use of logos and visual styles which exacerbated the confusion and eroded the brand.
In addition, the university environment was changing and becoming even more competitive and CSU was struggling to carve out a unique positioning for itself within this changing context.
BrandMatters was engaged to complete an entire re-brand for CSU. We conducted an extensive market research study, and used the insights gained to define the brand, its positioning and CSU’s unique role in the market.
As part of the research and brand positioning development process, BrandMatters identified that the current brand mark did not reflect the university’s new brand or strategic intent.
To address this, BrandMatters created an entire brand identity that could take the university into the future, including a new logo, visual identity and key messaging to align with the refined brand positioning, and then encapsulated all of this into a comprehensive set of brand guidelines.
The new brand essence, ‘Better Together’, backed by a modified Sturt Desert Pea motif, has been embraced by the University Council, staff, students and stakeholders; and continues to be executed consistently across the length and breadth of the university.