Federation’s brand for Massey Sport is a winner already

AUCKLAND, Monday: CBD indie Federation has created a new brand identity and story for the Academy of Sport at Massey University.

The Feds 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.

Academy marketing manager Heather Crichton said: “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.”

“We updated the sport identity within the Massey brand, elongating the O in Sport to represent the many courts, fields, and places where sports occur.”

“We 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.”

Federation managing partner Elizabeth Beatty said: “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.”

CREDITS

Creative / Branding: Federation
Media: Rocket
Client: Massey University:
Marketing Manager: Heather Crichton