CQU Student Recruitment Campaign​

Looking inside to find the answer

Brother & Co was appointed as CQU’s brand and creative partner in 2020. Over the years, the agency has developed a range of campaigns for the university. 

With a newly minted brand identity, the 2025 student recruitment campaign was the first opportunity to take new messaging to market.

And like most universities, recruitment campaigns take on the added responsibility of being a quasi brand campaign. A requirement to appeal to potential students, wider stakeholders and proud alumni.

With 44 universities in Australia there are very few truly different messages, promises or features to promote. The answer CQUniversity was found in the beliefs and attitudes that bound the university and students. A pragmatic desire to change their world and celebrate success on their terms.

Objectives:

The new campaign platform aimed to:

• Support the refreshed visual identity, aligning it with CQU’s updated brand positioning.
• Stand out in a crowded category where many universities look and sound alike.
• Highlight CQU’s unique dual-sector offering, distinguishing it from competitors.
• Better connect with CQU’s diverse audiences, reflecting their ambitions and aspirations.
• Enable stronger expression across modern channels, particularly digital and social media.

These goals were intended to refresh and refocus the brand’s communication, making it more impactful and resonant.

Process:

1. Concept Development & Collaboration

Brother & Co worked closely with CQU’s internal team to gain a deeper understanding of key product and student experience attributes. This collaboration led to more succinct, meaningful narratives and messages that could better resonate with CQU’s target audiences.

2. Brand Purpose as Inspiration

The team focused on ensuring that the essence of CQU’s brand positioning would inspire the creative. Importantly, the platform was designed with flexibility in mind, allowing the tagline to be omitted where appropriate.

3. Creative Platform & Flexibility

A range of creative approaches were explored, ultimately settling on a concept that recognised CQU’s audiences as grounded individuals striving for success in their immediate worlds. The campaign aimed to capture the real, impactful success of CQU students—whether it’s a nurse delivering the best care during a late shift or a teacher inspiring future generations beyond the classroom.

Outcome:
The final campaign platform successfully aligned with CQU’s refreshed visual identity and unique positioning, offering a more distinct, flexible, and audience-focused approach. It strengthened the university’s brand narrative, emphasising real-world success and community impact in a way that resonated across modern digital channels.

The development of the new creative platform that would inspire and guide future messaging and communication and ran concurrently with a visual identity and positioning refresh project.