Brand refresh roll-out
The tone of voice workshops are part of our brand refresh, where we have reviewed the way we speak and write as a brand.
The brand refresh project has reached roll-out stage thanks to the contributions of many stakeholders - including those internal and external, and the University-wide representative steering group chaired by Professor Abid Khan. The roll-out is an iterative process for changeover which will enable us to implement the changes in a considered way and within current resourcing.
“There isn’t a drop dead date for having all materials on brand, and in a large organisation like Monash, it will take time to update our diverse array of branded materials,” Chief Marketing Officer Margot Burke said.
A Brand Fast Facts booklet has been produced to explain the brand elements and help staff apply the new brand to their respective areas. This will be distributed to marketing staff and others who may need to have a deeper level of knowledge of the brand elements.
As the first priority, the roll-out has focused on delivering items all staff will use and all important recruitment material.
Phase two of the roll-out will focus on refreshing the design of the website, with an initial focus on redesigning the University’s top-level webpages. You may be delighted to know that the ghosting effect on the home page carousel is slated to go.
President and Vice-Chancellor Professor Margaret Gardner AO believes it is vital that the impact of our education and research is recognised by others.
“We’ve entered a critical new phase in the evolution of the Monash brand. The goal is to present a face to the world that accurately reflects our international, enterprising and inclusive university,” Professor Gardner said.
The new brand is being rolled out over the next 12 to 18 months and staff are encouraged to use up any existing marketing material and continue to produce in the old style if necessary.
There are literally thousands of touchpoints and collateral that will need to be updated, and these will take time. The refresh will make a difference to how the Monash brand is perceived in the marketplace. Current brand awareness and understanding of the Monash brand has been benchmarked and brand health tracking will continue at six-monthly intervals.
For further information, please visit the Brand Refresh website or contact smc-requests@monash.edu..