Union College, a residential college at the University of Queensland, has a proud legacy of offering students more than accommodation. Welcoming domestic and international students of all genders from all universities, Union is a hub of individuality and collective energy, where shared experiences inspire growth beyond academics. The college’s brand, however, did not fully reflect this vibrant community. Union partnered with DAIS to create a bold new strategy that would celebrate today’s diverse community and future student bodies for generations to come.
Following stakeholder workshops, leadership interviews, and detailed analysis of the competitor landscape, DAIS uncovered Union’s opportunity to stand apart from alternative accommodation providers. Unlike their competitors, Union’s strength was not just housing students, but shaping experiences where individuality and community thrive side by side. The insight revealed a need for a brand that was engaging, equitable and exciting, bringing to life Union’s philosophy of giving students a safe, supportive place to live and build confidence for the future.
DAIS crafted a brand strategy that elevated Union College’s vibrant community spirit and extracurricular offerings that set it apart from traditional accommodation. Union’s personality as a remarkable playmaker positions the college as a dynamic brand that creates opportunities for students to engage, explore and expand. Their brand promise, Live Unique, celebrates each resident’s individuality while reinforcing the supportive community that unites them. Union’s unique approach was structured around three key streams: Stay, Study, Socialise, making the college’s value and impact clear and accessible. A bold new wordmark reflects Union’s contemporary, individual spirit, while a modern, inclusive colour palette conveys energy, approachability, and the college’s adventurous, playful character.
Bringing Union’s brand to life required a voice that was charismatic, curious and open-minded, engaging students, sparking exploration and encouraging personal growth. Content and messaging were crafted to encourage students to engage, explore, and expand their horizons, while celebrating individuality and fostering a sense of belonging. The Live Unique campaign wordmark, adapted from the new identity, works cohesively with the visual system, while Boris the Remark-a-bull, refreshed from the previous mascot, brings a playful, bold and memorable presence embodying bravery and inclusivity. More than a symbol, Boris reinforces Union’s role as a supportive guide, standing alongside students as they live unique journeys and shaping an environment where every individual feels seen, safe and celebrated.
The ‘brand-a-bull’ language system transforms everyday moments into something memorable and ownable. A flexible, playful device that reinforces Union’s personality while keeping the brand instantly recognise-a-bull.
The launch of Union was unveiled at the College’s 60-year celebration, a milestone that honoured the past while setting a clear vision for the future. Sharing the new brand with alumni marked more than a fresh look; it also kicked off the Re-Union Alumni program. With Live Unique at its heart, Union is ready to grow, elevate and continue building a community where every student can find their place and their people.
