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