When two Victorian universities 450km apart joined forces they needed a new identity and name that united the regions, people and the common goal they both stood for – making our futures better.

We came up with the name, branded it then set about creating a two phased launch campaign. The first phase, we made a beautifully crafted campaign that felt proudly Victorian, uniting the two places showing the people the university impacts. Travelling over 1500km we liaised with park rangers, cattle farmers, paddle steamers and even the stars!

In the second phase, we built on the connection to the people, showing how all our successes are deeply personal. We depicted how people’s passions can be lit by a spark – in this case from childhood and then all the way through the journey to adult life.

It all ran across TV, radio, OOH, press, and display.