Fresh From the Field — UC Believe U Can by Strategy

4 months ago by

Strategy were given the opportunity by Te Whare Wānanga o Waitaha University of Canterbury to create a brand strategy and creative platform that would inspire the leaders of tomorrow, repositioning them for a modern audience while staying authentic and true to Ōtautahi. 

Want to submit your own work to Fresh From The Field? Fill out the FFTF form here.

The brief:

Te Whare Wānanga o Waitaha | University of Canterbury (UC) approached us to help create a brand strategy and creative platform that would reposition them for a modern audience.

After an extensive research and interview process, encompassing everyone from the Vice chancellor and other key faculty members to the Mayor of Christchurch, we landed on a concentrated brand message centred around personal empowerment.


The design response:

It was based on a simple insight that, in an uncertain world, ‘belief’ is all you need to make a difference – Belief in yourself. Belief in what’s right. Belief that UC will help achieve your goals — whatever they may be. Put simply, anything is possible if you Believe U Can.

 We created a film to inspire prospective, current and past UC students to celebrate the power their own self-belief has to shape their world.


A continuation of last year’s Believe U Can campaign, and running nationally in conjunction with 2021’s UCme student engagement work, the film produced in conjunction with Resonate, continues to explore one of UC’s core ideologies: that believing in yourself is a fundamental driver of both personal and wider societal progress.

The work continues to position UC as a diverse, culturally inclusive and leading educational and research tertiary institution. One that empathises with the unique challenges the world presents their students today, but who understands their role is to support, guide and motivate them to realise their boundless potential.

Tracey Wilson, Director – Marketing, Recruitment & International at University of Canterbury adds “This is about our students. Everyday we have the privilege of listening to and working with students on their own journey, who are proudly forging their own paths. And it isn’t necessarily about being loud about that, it’s being authentic and true to themselves. We showcase that, so others can see it, and hopefully they then believe they can too. What was also exciting about this project was that we were able to show off Ōtautahi with the exceptional talent of our local agencies too.”

“Being given the opportunity to inspire the leaders of tomorrow to take the first and important step on the journey of self-discovery is an honour and privilege. One we wholeheartedly thank our clients and partners for letting us embark on. Their trust and belief in us to deliver is a constant source of inspiration,” explains Managing Partner of Strategy, Nick Harve.


Up Next...

Never Not Creative and Mentally-Healthy launch global study into industry empathy

Our friends at Never Not Creative and Mentally-Healthy are inviting the entire industry to partake in the first ever study into empathy within creative, media and marketing businesses – take the ‘Different Shoes: The empathy project’ survey to help them out. ‘Different Shoes: The empathy project’ survey is a global, industry-wide survey that aims to…

More from 'Design for Social Good'...

Fresh From The Field — Good Trouble by Alex Johnson and Ramon Telfer

We’ve got a very pertinent piece for Mental Health Awareness week – we talk to Alex Johnson and Ramon Telfer behind Good Trouble. They chat about mental health challenges and how nearly one-third of Kiwis experience mental distress in their lifetime, with men being 3-4 times more likely to die by suicide. They created their…