One of the key obstacles identified was a lack of profile to the target users with tone of voice, relevance and visibility low. Drawing on our experience working with the higher education sector, we knew that the brand would need to be more engaging and interactive, promoting the already excellent innovative teaching and learning practices held by the University as well as demonstrating the clear benefits and outcomes of being part of the scheme. Our initial consultation with stakeholders also helped us to prioritise the ease of signing up with many students assuming the academy would be complex or limited to selected employers. We also worked on the #SeaYourFuture hashtag which encouraged the visualisation of shaping a student's career path, inspiring confidence in taking control of decision making. A contemporary colour palette with clear brand guidelines acted as a tool for staff to ensure consistency in tone of voice, messaging and approach. We drew on the University’s target audience and location as the inspiration behind the design for the new identity for the Academy. Working with a dynamic team we were able to push boundaries and work collaboratively to produce exciting and engaging pieces, such as the Logo Loop Postcard.