Massey University launches new brand identity and story for Massey Sport via FEDERATION
FEDERATION has created a new brand identity and story for Sport at Massey University reflecting what student athletes and the Academy of Sport represent, and it’s a winner with audiences already.
‘Sport Massey’ has created a unified approach across the university to attract students to Massey through sport and the experience they can have at Massey’s word-class facilities.
Marketing manager Heather Crichton led the development of the Massey Sport identity project, alongside independent New Zealand agency, FEDERATION.
Says Crichton: “The first task was to look at our sport story and identify how we could elevate key messages and visually represent our offer in a compelling way. We looked at Massey’s sport positioning, image and identity and kicked off with a campaign focused on our high-performing student athletes and the Academy of Sport.
“We took this opportunity to update the sport identity within the Massey brand, elongating the O in the word Sport to represent the many courts, fields, and places that sports occur.
“The inclusion of the haehae as a design element represents ‘cutting a path, constant motion, fluidity and making your mark’ while the campaign builds on the ‘Success from a thousand moments’ platform launched in 2021.”
Says Elizabeth Beatty, managing partner, FEDERATION: “The platform’s ability to appeal to entirely new audiences is testament to its strength and flexibility.
“The new identity gives Massey a competitive edge over other offerings in the university sport sector. Massey Sport is yet another reason why students should consider Massey and a further example of how the University supports their success every step of the way, no matter what path they choose.”
Creative / Branding: Federation
Media: Rocket
Massey University:
Marketing Manager: Heather Crichton