In developing a suitable campaign name, one word kept coming back to us. RMIT had previously ran a highly successful campaign to develop a strategy to 2020, and were keen to build on the goodwill previously generated. In the spirit of building upon and looking forward, the question “What’s next?” invariably came to the forefront.
RMITNEXT was thus the obvious choice to carry this campaign forward with a clear sense of excitement and expectation.
A catchy name alone can’t sell a brand (or a campaign). In order for this campaign to connect and resonate with its intended audience, we co-designed a narrative with the team at RMIT that answers the ‘what’, ‘why’ and ‘how’.
We then designed and produced a video to augment this narrative – the campaign’s one-minute elevator pitch. Following which, we developed a bold suite of environmental and digital communications to engage the university across its physical and online space.
The visual language of this campaign correlates directly to the idea of revealing / finding out what is next.
We married the equity of RMIT’s brand colours with the freshness of a bold typeface to create a unique flavour that cuts through all the noise that comes with a sprawling campus like RMIT’s.