This is the university that invented IVF, pioneered compulsory seatbelts and develops life-saving vaccines. All they needed was a brand voice to match their incredible track record and future ambitions.
Of course. But the writing at universities isn’t always quite as uplifting. It can be dull and complex. Long-winded and same-same. It seems like they all want to ‘change the world’, or at least, ‘change tomorrow.’
This might work for an academic paper. Not so much for sparking the curiosity of a 17-year-old kid about to make a major life decision.
We put our heads down and created a brand voice that matched Monash’s natural energy, optimism and drive. It has the gravitas of a serious (‘life-changing’) institution, but also the simplicity of a brand that needs to communicate complex information quickly.
We used the new voice to update Monash’s website, course guides, eDMs and promo materials, then trained their people to use it themselves. Pioneering vaccines aside, we thought it made quite the impression. Top marks.