Brand Toolkit, Resources & Website
Outline
Establishing the University of New South Wales (UNSW) online Brand Hub.
I led a 12-month project to establish UNSW’s Brand Hub with the intent of building brand awareness and affinity amongst all UNSW employees.
The Brand Hub is a central repository of all brand artefacts including brand toolkits and brand guidelines, as well as self-paced brand training and brand governance protocols.
Process and what I did
Prior to building The Brand Hub and all its resources, my research included empathy mapping and customer journey mapping. This process can be seen here.
My role included research, visuals and content. Content and design included branded template toolkits, digital brand approvals, virtual brand assistant, e-learning modules and videos, FAQ’s and brand guides.
Scope and Constraints
The original scope required updating the 200-page PDF brand guide document with no additional budget.
Problem Statement
Update and educate 6000 staff members on new brand refresh.
The brand included a complex design system with the only source of help existing as a 200-page PDF brand guide document, with no central location for brand template toolkits.
The University also faced trademark and legal risk implications due to inconsistent logo uses and lack of understanding of brand governance protocols.
Outcome and Lessons
With the increase in brand resources and promotion of the Brand Hub, staff engagement and brand awareness increased.
In addition, the perception of the university in the marketplace and brand health increased, as evident in recent brand health tracker results.
Brand enquiries had decreased 90%.
Trademark and legal risks were mitigated with the consistent use of logos.
To ensure staff and students were aware of these resources, at the end of this project I conducted Lunch and Learn face to face workshops. These workshops were promoted through internal comms e-newsletters, TV screens on campus and the Human Resources department.
Digital Brand Toolkit
