Federation Uni
Throwing out the uni rulebook
A different voice, for a different educator
Federation University is the oldest regional university in the country. But they were tired of sounding like it. In a sector where cut-through is everything, Fed wanted to reframe how the university showed up in the world. Less expected, more connected. And anything but traditional — just like their educational model.
To do it, we had to help them develop a brand character that showed their human side.
In it together
At the heart of the strategy was a beautifully simple idea: We’re in it with you. It captures how Federation thinks about education. As a partnership. One that starts with empathy, continues with support, and delivers real outcomes for students, staff, communities and industry.
Sound like a person. Not a policy.
To us, Federation always felt Surprisingly human. So that’s what we called their brand character. Cutting the jargon for authenticity. Using insight to connect, rather than shout above the noise. It’s smart when it needs to be and sincere when it counts.
Rolling this character out across a legacy university meant more than guidelines. So, we built tailored training sessions to give every team the tools (and confidence) to write like humans again.
Understanding becoming ownership
Federation didn’t just learn their new voice – they lived it. From course guides to community emails, the shift was real. Communications got clearer. Teams got braver. And the university finally sounded like the people behind it.
