Art + Science + Brand = EVP
Creating an EVP for one of Australia’s top 10 universities is both an incredible honour and challenge! It came with balancing academics, vocational staff and professionals, using a recent brand launch to jump from and wanting to shake things up in a very stuffy, elitist and traditional landscape.
TQ Scope
From research design to video creation, TQ partnered with RMIT to drive a university-wide EVP approach. We did a deep dive into engagement survey results, validated themes through P&C workshops to map gaps and identify proof points, used remesh to engage and connect across the university and then hone into the key themes using interviews.
Outcome
With EVP framework and strategy in-hand, we developed a new look and feel aligned to the refreshed brand and created a series of videos to showcase the people and their stories. Wanting to move away from typical head-and-shoulder, b-roll approach, we adopted a reel-led approach that brought the RMIT energy and ‘vibe’ to life.
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