ACU is a Catholic University in Australia. Our brief was to combine the Catholic traditions of the university with a brand that appealed to prospective university students - many of whom were not religious.
Ultimately, we were able to achieve this objective by orienting around the idea of "The Agent of Change". This concept empowered students to maintain the individual motivation and competitiveness that appealed to them about the idea of university, whilst tapping into an underlying, generational desire to have value attached to their actions. Ultimately, this generation wanted to make a difference.