University of Canberra Union (UC Life!)

The UCU brand had become outdated & visually irrelevant. The words ‘Student Union’ had gained some negative connotations & didn’t reflect the nature, value for money & vibrancy the organization offered. Competitors with more progressive branding appeared to offer more value for money & quality. Its brand was splintered; there was no consistent visual approach. As a result, students were not aware of the services that UCU offered or how their fees were being used. UCU also wanted to use the logo of the University in its new brand but in a way that was unique to each business unit.

The organization was renamed UC Life! & three new sub-brands were developed: UC Eat! (for food & beverage), UC Fit! (for sports) & UC Events! (for conferencing). A new brand was developed that allowed each sub-brand to appeal to its target market while retaining visual consistency across the brand family. The existing UC Live! (for live music) was re-faced to sit within the family. The university’s brand mark was used in a unique pattern for each business unit.

The new branding was launched in 2011, timed to coincide with the refurbishment of many of the organisation’s facilities. UCA business units can now compete on an even footing with external competitors & offer fresh, inviting services to students & the public. Launched in 2011, UC Life!’s profitability continues to increase & now is seen as one of the most progressive student union brands in Australian universities.