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LA TROBE BRAND EXECUTIONS
PROJECT TYPE
Creative Direction, Branding
YEAR
2022-Current
Background
Universities aren't traditionally known for doing modern creative and advertising work. As Director of Brand & Creative at La Trobe University, we have an opportunity to break that situation and create projects that actually connect with our young and media-savvy audience.
Approach
I rebuilt the in-house creative team at La Trobe, focusing on changes to personnel, skillset and processes. The team was then able to function as a high-performance in-house studio and dramatically change the creative output and projects we delivered. The team now delivers on all marketing and recruitment briefs of the University, with no projects routed via an external agency. We developed relationships with photographers, illustrators and designers to deliver work that was differentiated from our competitors and delivered on La Trobe's brand promise of real impact. The team has now delivered best-in-sector work across campaigns, activations, branding and digital platforms.
Impact
The work has contributed to La Trobe's meteoric rise in student preferences, applications and enrolments in the past 2 years.
