The consultancy was appointed in March last year following a pitch and tasked with developing a campaign to help the university achieve more ‘cut-through’ in what it calls ‘an increasingly commercially minded market’.
The university defines its own brand essence with the phrase ‘Create Wonder’ which had been coined to reflect ‘the journey of discovery that university represents for young adults’.
The word Create relates to ‘strength and invention’ and the word ‘Wonder’ relates to ‘curiosity, exploration questioning and academic endevour’, according to Haygarth senior account manager Nicola Sansom, who says this information was used as a starting to point to create the ‘Wonderful Things Happen Here’ proposition.
‘The thought was that University of Surrey is a springboard on that journey where first-class teaching staff, excellent facilities and inspiring courses can help achieve wonderful things,’ according to Haygarth.
The new proposition has been coupled with commissioned photography depicting open skies above university locations.
Brand guidelines, style guides and templates have been created to anchor the new positioning so that a new look can be rolled across digital channels, direct mail, the prospectus – which is going to print now – other literature and event collateral.