CLIENT: WESTERN SYDNEY UNIVERSITY

Overview

Out-of-home credentials campaign promoting key University rankings, while evolving the brand through a more prominent use of the “W” shield.

Context

The University required a high-impact campaign to communicate its global rankings and graduate outcomes. At the same time, there was an opportunity to strengthen brand recognition by shifting focus from the full logo to a more distinctive and scalable visual identity.

Approach

• Developed three campaign creatives: Top 2% Worldwide, #1 in Sydney, A Perfect Score

• Evolved the brand by elevating the “W” shield to a dominant, standalone device

• Moved away from the brand logo lockup to a shield-led lockup for stronger recognition at scale

• Designed a bold typographic system for clarity across large-format OOH, transit and digital

• Applied consistently across billboards, bus megasides and digital placements

Outcome

• Rolled out across major OOH, transit and train station environments

• Extended across bus megasides and showcase buses

• Delivered a cohesive, high-visibility campaign reinforcing both credentials and brand identity

Reflection

Elevating a core brand element into a primary visual device strengthened recognition and allowed the campaign to scale effectively across large, fast-moving environments.