Campaign - Explore the CQUniverse
Designed to disrupt the stagnant higher education market, Explore the CQUniverse was a concept born of a play on words, a push to more forward and the need to stand out from the 'sandstone' crowd.
Leading a team of in-house designers I worked with a creative agency to ensure concept work was on brand and to brief. Post concept and TVC approval, the roll-out of the campaign came in-house where I oversaw the delivery of all campaign elements across our design team.
These assets included: 10 x Billboards, Metro Adshels and Walking Billboards, 50 x Press ads, 85 x Digital Display Ads inc. MREC, Skyscrapers, Leaderboards, Digital Press Takeovers, Web Takeovers, eDMs, Spotify, Instagram and Facebook advertising, Mobile advertising, Social platform rollout, Owned platform rollout, Creation of video and social content
Creative Concept: Nick Pty Ltd | TVC Agency: Breeder | Web Land: FLIP | Campaign rollout: In House
Refreshing an institution
Building for the future, finding the point of difference and matching a brand to it's audience.
Building a brand partnership
We're the answer to your questions. | We're the path to your career. | We're the recipe to your restaurant. – The potential for this copy construct is limitless.
Working as an art director with the team at Nick Pty Ltd while also leading a team of in-house designers at CQUni, we developed a new creative concept that would again, set the uni apart and raise the bar in the development of an incredibly flexible campaign that worked to deliver personalised messages to micro target markets. We developed a new language that gives us clarity, flexibility, functionality and creativity — which all adds up to cut through.
The partnership concept has two ingredients. On one side, an amazing set of “Active” service deliveries and the other side where our audiences varied, diverse and incredibly unique values, hopes, dreams, life stage and desires are represented.
Creative Concept: Nick Pty Ltd | TVC: Nick Pty Ltd | Campaign rollout: In-House
A new university website
The challenge: Cumbersome, not responsive, an information overload with no clear structure was currently in place as a result of no content management, all stakeholders having content editor access and no control over page build or structure.
Being an internal team, the build was much larger than the physical build, stakeholder management, content guides and training for all internal staff that were to be involved in the future of the new site was needed.
Research: Thorough research was undertaken with staff, students, stakeholders and external users to determine key areas for improvement.
Audience Testing: Audience testing and validation was key to the development of our new information architecture (how everything fits together and where everything lives).
Design: Based on our updated brand, the site is modern, clean and designed, mobile first, with an emphasis on ease-of-use.
Implementation: An upgrade to our content management system ensured that the build and technical implementation was current and able to host our new, user-friendly site.
Content Review: We’ve reduced and consolidated content to ensure we have a clean, easy-to-use, consistent site.
- 65% less pages for cleaner, more concise content. (Down from 3000 pages)
- 76% less images for a faster more consistent site. (With an image guideline for consistent art direction, sizing, quality and file size.)
- 15 months of work by a redevelopment project team of 3.
- Increased traffic to key program and application pages.
- Positive community, internal stakeholder and student feedback.
- Clear traffic channels through the site which can be used to further improve content specific to user needs.