Federation University brings new branding to life with launch of new creative platform, via Hardhat

Hardhat, the agency built on behaviour change for challenger brands, has brought Federation University Australia’s new brand identity to life in their domestic and international September 2024 campaigns to drive student applications for 2025.

Centred around the concept of “We’re with you”, the campaign leverages the regional university’s Co-operative Education Model, which enables students to reap immediate benefits from their higher education journey before even graduating.

An Australian first, the Co-op model puts students at the heart of education and industry, providing them with opportunities to accelerate their careers. Even as they complete their courses, students are provided with work experience through paid placements, career preparation and workplace skill development through direct connection with employers.

Much of the language around universities is focused on the future, being part of the next generation, the brave new world that awaits once you’ve finished those 3+ years of courses. Hardhat leveraged on the category splitting positioning of “We’re with you” as a dual message of true support that reflects the way Federation University actually puts students’ needs first, and a rallying cry for students who want something different from higher education, pairing it with a straight-talking, status-quo questioning campaign designed to feel down-to-earth, true to life and fresh.

The campaign launched on 2 September on radio, followed by a series of online videos and assets across print, TV, outdoor, digital and social on 9 September.

Hardhat was founded in 2005. The agency creates behaviour change for challenger brands through a combination of creativity and behavioural insights.