Bringing education to life
Where it all began
Sydney-based institution Martin College has been helping students make their career plans happen for over 35 years. Over that time, they’d developed a pretty thorough understanding of what made people gravitate towards Martin College, and what kept them there. Aside from the ‘givens’ like flexibility and class sizes, students really loved the personal attention they received at Martin College – the fact tutors genuinely cared about helping them succeed.
Problem was, this wasn’t really coming through in Martin College’s communications. It was time to breathe some new life into this brand.
What happened next
Teaming up with brand agency Born & Raised, we ran a strategic workshop with key leaders from across Martin College. It was agreed that the brand needed refreshing from both a visual and language perspective. First stop: finessing our brand name to just ‘Martin’.
Using student research as a basis, we ran a Tone of Voice Development Workshop to define the qualities we wanted Martin’s tone to embody. This was then distilled into a set of Guidelines, which formed part of the overall re-brand (a collaborative process, with beautiful visuals by Born & Raised). Next, we ran a Tone of Voice Application Workshop with the Martin communications team, putting the theory into practice through a series of exercises.
Finally, we worked on a comprehensive launch campaign to take the ‘new’ Martin to market. This encompassed everything from poster headlines to website copy – language which also functioned as samples for internal staff to refer to in future.
What we like about it
What didn’t we like? Such an engaging collaborative process with the input of so many bright people. The workshops were a real highlight – but the best part was seeing the passion the people at Martin have for what they do.