The Brief
How do you introduce South Australia to the new Adelaide University brand story?
In 2023, two of South Australia’s leading universities, the University of Adelaide and University of South Australia, reached an agreement to embark on a merger that would set the path for educational equality and collective prosperity for the future of our state, and the world.
Fuller was asked to create a suite of work that launched the new university brand, and introduced people to its core essence and ethos.
Welcome to Adelaide University, a defining mark in our state’s story of firsts.
Brand
Fuller partnered with global agency Lippincott on the development of the brand, providing a local insight and creative assistance throughout every stage of the process. This included stakeholder interviews and visual audits, foundational messaging and copywriting, and brand exploration through indicative applications and motion graphics.
Following this, Fuller was asked to create a suite of work that launched the new university brand, and introduced people to its core essence and ethos.
Prospectus
The Adelaide University prospectus was an intricate piece of work that became the first tactile expression of the new brand. Conceptually, the prospectus played within the boundaries of the audacious and proven design elements, dialling up or pulling back aspects of the design to create a distinct visual style.
Transitioning from a digital world, it was vital that the prospectus stayed true to the new design structure and colour palette. Pantone inks were selected for consistency, while neutral-coloured stock ensured accurate colour production. Selective sandstone stock and spreads were used to highlight significant aspects of the new university—for instance, student life or history. Furthermore, images acquired from both universities were purposefully colour graded to feel cohesive with the brand. All the elements came together in a newly designed six-column editorial grid.
Merchandise
A collection of merchandise, from pins and lanyards to drink bottles, caps and polos, gave new dimension to the brand’s proven and audacious characteristics.
The Process
The consultation process engaged with thousands of stakeholders through brand workshops and presentations, focus groups and member surveys.
Extensive research of the global sporting landscape was also undertaken, as well as a literature review of trends in fan motivation and engagement, to ensure the outcome was future-focussed and flexible, and would deliver a brand identity that would support the Club to achieve its plans.
Brand Film
We developed a brand film that expressed the inspiration behind the new iconic Adelaide University monogram, and captured the very spirit of the state from which this new university was born.
South Australia, and the city of Adelaide in particular, became the backdrop for our film. The juxtaposition of sandstone and contemporary architecture celebrated both universities’ history of firsts and ambitious future.
A mix of captivating new film was fused with carefully selected historical visuals and existing footage from both universities, using colour grading to create a cohesive and rich visual narrative. Immersive motion graphics embedded the new monogram into the fabric of the city and the two institutions. This was completed with powerful sound design.
Photography
Photography was produced over a two-day shoot, creating a suite of bespoke new brand imagery including both in-studio and location shots.
The Brief
How do you tell the world what Adelaide University stands for?
Adelaide University engaged Fuller to develop a corporate film that would capture the university’s ‘for purpose’ vision, and set its narrative for the future. The film would act as a conduit between the university and global industries, governments, education partners, researchers, alumni, staff and of course, students.
Following workshops with key stakeholders, we set out to create a compelling piece of communication that established Adelaide University as a transformational force for education and research, driven towards one singular goal: creating a better Australia, and a better world.
Process
The starting point for the film was an intricately balanced script that captured the conceptual notes of ‘constant change’ and ‘purpose,’ in addition to real-world facts and numbers. The script elaborated on Adelaide University’s role in reimagining education and research, and its future-defining impact on the social, economical and cultural texture of the world around it.
From the outset, our collective vision was to create a corporate film that wasn’t just a ‘corporate’ film. We wanted to complement the future-focused vision of the university with sophisticated, yet timeless imagery.
Production
A comprehensive recce across campuses and study areas helped us establish our visual storytelling palette. New and time-tested attributes of the university were carefully considered to create a holistic expression of studying, doing research or partnering with Adelaide University. Students, staff, researchers, alumni and industry stepped in as talent, bringing a real-world perspective to the film.
Technically, the film leaned into intriguing macro textures, sci-fi aesthetics, bold washes of colour, and extreme wides to exhibit the diversity of the university, and to evolve the visual narrative in unexpected ways. Furthermore, the edit was dynamically crafted to stitch the extensive offerings of Adelaide University into a seamless story that ebbed and flowed between the inspiring and exciting. An ambient soundtrack and striking sound design added a layer of depth to the film.
Since its launch, the Adelaide University corporate film has become an integral tool to take the university to the world. More importantly, given the foundational history of the institution, the film brings to life the scale and depth of Adelaide University as a unified force forging a better tomorrow—for Australia and the world.
