Western Sydney University and brand activation agency Curious Nation have brought the university’s new ‘Charge Towards Change’ brand platform to life, inviting future students to literally climb towards change.
At the centre of the experience, two towering climbing walls standing 10 metres and 8 metres high at the entrance to the university’s Parramatta campus.
Prospective students at WSU’s Open Day were invited to climb either summit, choosing from different routes that represent the futures they might be moving towards. The payoff being was a photo moment for the climber at the top of the summit with the campus below.
It also included WSU branded merchandise including beanies, and staff ambassadors encouraged participation to ensure it acted as both an experience and a brand statement for prospective students and their families.
‘Charge Towards Change’ is the university’s first brand platform in more than a decade and was developed in partnership with creative agency BMF. It reflects the university’s commitment to preparing students for a world defined by rapid technological advancement, AI, climate change and shifting geopolitical forces.
Stephanie Babin, managing partner at Curious Nation, said the activation was designed to turn Charge Towards Change into something students could physically and emotionally connect with.
“We wanted to create an experience that didn’t just tell that Charge Towards Change story, but allowed students to feel it and importantly amplify their experiences with others. Climbing towards the summit became a powerful metaphor for what Western Sydney University stands for and what it enables its students to achieve,” said Curious Nation managing partner Stephanie Babin.
