The University of Sydney has launched the first phase of ‘Degrees for Good’, a new brand platform from independent agency Today the Brave that has reimagined traditional degree titles around the positive impact its students and graduates go on to make in the world.
Sitting under the University’s overarching ‘Leadership for Good’ platform, ‘Degrees for Good’ is how the University will tell its student and graduate stories. The platform moves from asserting leadership to showing its impact through the people putting their education to work across Sydney, Australia and beyond.
The launch celebrates the collective influence of University of Sydney students and graduates across healthcare, education, infrastructure, innovation and communities, moving beyond famous alumni or singular achievements to reveal the University’s broader impact.
“The strength of Leadership for Good is that it continues to give us new ways to tell the University’s story, while staying true to what the platform has always stood for. ‘Degrees for Good’ gives us a new expression of that idea by putting our people and their contribution at the centre. Working with Today the Brave, we wanted to make the impact of a University of Sydney education feel more immediate, human and visible,” said University of Sydney head of brand Sam Campbell.
“A degree is what you walk away with after university. But we wanted to capture what a USYD degree can actually mean out in the world. What we love about Degrees for Good is that it takes something every university offers and gives it a meaning that’s uniquely University of Sydney. And it all comes back to what Leadership for Good has always been about,” said Today the Brave creative partner Vince Osmond.
The platform will roll out across film, OOH, social and digital, with localised executions.
Credits
Client: University of Sydney
Johanna Lowe – Chief Marketing and Communications Officer
Samantha Campbell – Head of Brand
Andrew Bretell – Head, Creative
Cassandra Williams – Senior Brand Manager
Harbinder Kaur – Campaign Coordinator
Stefanie Zingsheim – Photographer
Trish Tzannes, Head, Social and Content
Mayank Parikh – Social Media Senior Specialist
Luke Buckler – Senior Social Media Content Producer
Charlie Devenport – Assistant Content Producer, Social Media
Agency: Today the Brave
Vince Osmond – Creative Partner
Jade Manning – Creative Partner
Henry Kember – Creative Director
Christian Duffy – Creative Director
Alyce Gillis – Strategy Partner
Gina O’Donnell – Group Account Director
Liam O’Brien – Senior Account Director
Drea Segura – Production Lead
Olivia Mayberry – Senior Producer
Rebecca Harvey – Producer
Jimmi Fenton – Editor
Kate Gregson – Head of Creative Operations
Ethan Hsu – Head of Design
Katrina van Berkel – Senior Designer
Matt Grainger – Senior Finish Artist
Production Company: The Pool Collective
Ingvar Kenne – Photographer & Director
DOP – Conor Ashleigh
Caitlin Perz – Executive Producer
Lauren Simpson – Producer
Music: Mosaic
Adam Moses – Studio Head of Creative, Partner
Bill Doig – Executive Producer, Partner
Madeleine Wilkinson – Producer
Anton Levings – Composer
Retouching: Sterne Creative
Mark Sterne – Creative Partner
Colour: Yanni Kronenberg
Yanni Kronenberg – Senior Colourist
