#shapeRMIT

The shape of things to come

Client: RMIT University What we did: Art Direction, Brand Visual Identity, Environmental & Exhibition, Print

In 2015 RMIT invited everyone to join the conversation on how the University can plan for success over the next five years under the campaign title ‘#shapeRMIT’

Through multiple channels and events over the second half of 2015, RMIT engaged thousands of staff, students, alumni and partners around the world to shape RMIT’s goals and actions for the next five years, and released the results in November 2015.

Our brief was to create a compelling, integrated visual identity and communications program for the ‘#shapeRMIT’ campaign which appealed to a broad audience – staff, students and alumni – and roll out across multiple channels including printed documents, digital media, signage, urban environments and marketing material.

Key considerations were:

  • to express the core values and future aspirations of RMIT
  • to create a sense of ownership, engagement and excitement for staff, students and alumni about the possibilities they can create for the future with RMIT
  • to inspire  – big ideas and little ones –  and reassure that every thought counts
  • to surprise and delight – use unexpected tactics to cut-through
  • to stay fresh and thought-provoking throughout the 6 month period prior to the strategy launch
  • not be a top-down corporate branding and comms approach, but a fresh, vibrant campaign that inspires people to think “what if…”

  StudioAlto | ShapeRMIT University Campaign Brand Logo

Many minds, many hands

RMIT’s founding motto – ‘A skilled hand, a cultivated mind’ – is as relevant now as ever. Our creative strategy was to represent the many voices of the individuals that make up the RMIT family and the personal nature of the way ideas, both big and small, were being contributed to the formation of the strategy.

The nature of the visual identity is deliberately rough-and-ready, imperfect, with a nod to street press and bill posters in a strategic move to disrupt the University’s corporate communications. It had to announce that this is something different, a change in direction.

 

In collaboration with letterer Kate Pullen, we developed a custom handwritten typeface, ‘Life’ to front #shapeRMIT; this in turn informed a suite of iconography for three main focal points of #shapeRMIT’s 5-year strategy plan.

In the spirit of the strategy and engaging RMIT alumni, we used talent typographer Wei Huang’s ‘Work Sans’. As if to round out the campaign, and a nice piece of serendipity, the final strategy was named ‘Ready for Life and Work’.

We worked closely with the brilliant #shapeRMIT team to harness and interpret the energy of the campaign through tactical implementation, working rapidly and efficiently to get stuff done.

Our output covered everything from cupcake toppers, street stencils, bill posters and street press; reports and presentations; hoodies and drink bottles; social media, digital signage and home screens of every computer around the University; to murals that loomed large over Swanston Street, one of Melbourne’s busiest streets.

StudioAlto-ShapeRMIT-Brand_Font-1

StudioAlto-ShapeRMIT-Brand-Font-2

Studio Alto | Shape RMIT University Brand Image style StudioAlto-ShapeRMIT-Brand-Text1

StudioAlto | ShapeRMIT University Campaign Brand

Studio Alto | Shape RMIT University Campaign Animation

#shapeRMIT launch

#shapeRMIT was launched around the Melbourne campuses through a simultaneous digital and environmental campaign that disrupted the usual urban environments.

Initial strategy document – ‘Directions Paper’  – Tabloid publication Initial strategy document – ‘Directions Paper’  – Tabloid publication Initial strategy document – ‘Directions Paper’  – Tabloid publication Initial strategy document – ‘Directions Paper’  – Tabloid publication

Ready For Life and Work Launch

#shapeRMIT launch pull-up banners #shapeRMIT launch presentation #shapeRMIT launch pull-up banners #shapeRMIT Swanston Street activation mural #shapeRMIT Swanston Street activation mural

#shapeRMIT Final Directions Paper #shapeRMIT Final Directions Paper #shapeRMIT Final Directions Paper #shapeRMIT Final Directions Paper

“Boring unis publish boring strategy docs. RMIT is different – we take our strategic plan to the streets!

@davidglanz

#shapeRMIT activation posters #shapeRMIT activation posters #shapeRMIT activation posters #shapeRMIT activation posters

Studio Alto | Shape RMIT University Stencil Design Studio Alto | Shape RMIT University Stencil Design

#shapeRMIT on-campus digital screens #shapeRMIT on-campus digital screens

My RMIT Year

In conjunction with the #shapeRMIT launch, RMIT also held end-of-year parties for all staff across their three campuses in Victoria. In addition to receiving the #shapeRMIT tote bags and water bottles, the staff also received a broadsheet newspaper featuring some stories submitted by fellow staff about the highlights of their year, featuring the hashtag #myrmityear.

Studio Alto was also asked to design a special edition book featuring the same content for the staff broadsheet as an exclusive giveaway to board members of the University council. We designed the covers with a spot UV gloss finish as a memorable and luxe touch.

#myRMITyear broadsheet #myRMITyear broadsheet #myRMITyear broadsheet #myRMITyear broadsheet

Studio Alto | Shape RMIT University Print Design StudioAlto_Blank Studio Alto | Shape RMIT University Print Design Studio Alto | Shape RMIT University Print Design StudioAlto_Blank StudioAlto | Shape RMIT University Print Design
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