BRAND STRATEGY & TRANSITIONAL IDENTITY DESIGN
Eynesbury College Rebrand
This project demonstrates the ability to lead through ambiguity, align complex stakeholder environments, and deliver a strategically grounded brand that balances commercial needs, institutional relationships, and long-term vision.
Overview
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Unlike a traditional project, the brief for Eynesbury College was self-defined and strategically constructed to address a complex and sensitive business challenge.
Following the merger of SAIBT/CELUSA and Eynesbury College, and alignment with the newly formed Adelaide University, the objective was to create a modern, future-focused brand that could:
Signal the formation of a new institution
Align with Adelaide University while maintaining a distinct identity
Support immediate student recruitment and stakeholder confidence
This needed to be delivered within a highly political environment, balancing competing stakeholder priorities, brand sensitivities, and market perception risks.
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I led the project as Creative Director, working in close partnership with a Graphic Designer, with a strong focus on strategic clarity, stakeholder alignment, and brand integrity.
Reverse Brief Development & Strategic Framing
Identified ambiguity in the initial direction and proactively developed a reverse brief to define objectives, constraints, and success criteria
Secured alignment and sign-off from the Eynesbury College leadership team before creative development commenced
Ensured clarity across critical tensions: merger vs takeover, alignment vs distinction, interim vs future-state
Research & Insight Development
Conducted competitor and category analysis using AI-assisted research (Perplexity AI)
Identified positioning opportunities within the pathway and higher education landscape
Mapped stakeholder expectations across students, agents, university partners, and internal teams
Collaborative Concept Development
Led a highly collaborative creative process with the designer, developing multiple brand directions
Explored visual identity systems, typography, and brand expressions that balanced prestige, warmth, and modernity
Ensured concepts were both strategically grounded and execution-ready across touchpoints
Brand & Messaging Architecture
Developed the positioning statement, brand pillars, personas, and messaging framework
Anchored the brand in human-centred themes such as community, care, equity, and academic excellence
Created a clear narrative linking Eynesbury College to Adelaide University while reinforcing its unique role as a launchpad for student success
System Design & Implementation Readiness
Delivered a scalable brand system including logo, colour palette, typography, and application examples across digital and print
Designed for consistency across all touchpoints, ensuring ease of adoption by internal teams and partners
Stakeholder Navigation & Alignment
Managed multiple stakeholder groups with competing priorities and sensitivities
Facilitated alignment between Eynesbury College, Navitas, and Adelaide University stakeholders
Balanced brand protection with commercial urgency to enable timely delivery
Tools & Methods
Perplexity AI (competitor and category research)
Adobe Creative Suite (visual development and brand system creation)
Claude (creative and messaging exploration)
Collaborative workshops, iterative reviews, and structured feedback loops
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Full Stakeholder Alignment: Achieved sign-off across all parties in a complex, high-stakes environment with competing brand interests
Strategic Clarity: Successfully positioned Eynesbury College as a distinct yet aligned partner to Adelaide University
Market Readiness: Delivered a fully realised, scalable brand system ready for immediate rollout across channels
Successful Launch: Brand launched at the 2025 Business Partners Conference with overwhelmingly positive reception
