The bold and confident statement of Be Remarkable sums up a university on the move, ready and willing to take on some of the biggest challenges of modern life.
“Griffith is a relatively young university and yet in just four decades we are recognised as performing among the top three per cent of universities in the world,” Vice Chancellor Professor Ian O’Connor said.
“This performance is underpinned by our commitment to make a real contribution to our local national and international communities.
“We produce remarkable graduates, armed with the skills and confidence to make their mark on the world.
“We conduct remarkable research that helps improve the lives of others near and far.
“And we are creating remarkable opportunities with our leading role as the Official Partner of the Gold Coast 2018 Commonwealth Games.”
The Remarkable Griffith position ties together scholarship, research, teaching, student experience, industry partnership and community leadership and is “both representative and aspirational.” It launches with an initial awareness phase this year followed by a full campaign early 2017.
Professor O’Connor said while the brand remained distinctively “Griffith red,” the word Remarkable delivered an energy and vitality that represented one of Australia’s most dynamic universities.
The Remarkable position comes about after more than a year of work behind the scenes, including internal stakeholder workshops and a staff survey to inform the University leadership of the essence of the Griffith University story.
The Brand Institute was brought on board as a partner to help define and articulate the brand story; a process that included the appointment of Sydney-based creative agency Derringer to develop the look and feel of Remarkable, in conjunction with the university’s own marketing team.
“One of the key elements of this project has been keeping true to the powerful simplicity of the one-word statement. Defining and executing idea based creative that enhances this direction has been our goal,” Derringer creative director Reuben Crossman said.
“Our research uncovered an extraordinary number of interesting and exceptional facts,” The Brand Institute Executive Creative Director and CEO Karl Treacher said.
“The sheer diversity of talent of Griffith graduates from over the world, paired with amazing student experiences, incredible research and the large number of awards the university’s teachers were winning, directed us to the word ‘remarkable’.”
“We also found that Griffith has grown so fast in recent years that perception was lagging behind current reality and the university’s trajectory, so Remarkable acts also a call to the future,” Mr Treacher said.
The brand position, released to Griffith University staff first this week, will be supported by a marketing campaign across all channels and equally importantly, internally as well. The initial marketing calls on us to ‘Be Remarkable’ and breaks away from conventional university marketing.
A central pillar to the campaign is the Remarkable Griffith content hub that will be home to an increasing collection of Remarkable stories about Griffith people and partners. www.remarkablegriffith.com.au
“One of the many things I am proud of about this positioning and the associated campaign is that almost everyone featured in the advertising component has a direct or strong link to Griffith University,” Professor O’Connor said.
“It is indicative of how deep and broad Griffith’s connections are across the community.”
About Griffith UniversityStudents at Griffith University learn from degrees informed by world-class research and industry connections. Students learn in and out of the classroom, with teaching methods tailored to suit the needs of each degree. Depending on your degree, you might learn through work placements, overseas field trips, industry projects for real clients, or laboratory studies in Griffith’s state-of-the-art facilities.
Griffith is a comprehensive university, offering more than 200 undergraduate, postgraduate and research degrees across all disciplines. Some of the most popular schools and study areas at Griffith for Canadian students:
- Griffith Medical School
- Griffith Dental School
- Griffith Pharmacy School
- Griffith Speech Pathology School
- Griffith Environmental Sciences
- Griffith Law School
- Griffith Nursing School