Federation creates new brand for Massey Sport

Federation has created a new brand identity and story for Sport at Massey University reflecting what student athletes and the Academy of Sport represent.

‘Sport Massey’ has created a unified approach across the university to attract students to Massey through sport and the experience they can have at Massey’s word-class facilities.

Marketing Manager Heather Crichton led the development of the Massey Sport identity project, alongside independent New Zealand agency, Federation.

“The first task was to look at our sport story and identify how we could elevate key messages and visually represent our offer in a compelling way. We looked at Massey’s sport positioning, image and identity and kicked off with a campaign focused on our high-performing student athletes and the Academy of Sport.”

Federation took this opportunity to update the sport identity within the Massey brand, elongating the O in the word Sport to represent the many courts, fields, and places that sports occur.

“The inclusion of the haehae as a design element represents ‘cutting a path, constant motion, fluidity and making your mark’ while the campaign builds on the ‘Success from a thousand moments’ platform launced in 2021,” says Crichton. 

Federation Managing Partner Elizabeth Beatty says: “The platform’s ability to appeal to entirely new audiences is testament to its strength and flexibility.

“The new identity gives Massey a competitive edge over other offerings in the university sport sector. Massey Sport is yet another reason why students should consider Massey and a further example of how the University supports their success every step of the way, no matter what path they choose.”

Campaign Credits

Creative / Branding: Federation 

Media: Rocket 

Massey University:

Marketing Manager: Heather Crichton

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