Through this campaign, the university aims to mirror its desire for constant expansion and renewal and reposition itself as a premier, embracing African city university and to draw individuals in to learn about how and why the university provides a different educational experience.
One of the challenges UJ faced was to look beyond the past identities of the merged institutions in order to create a new university with its own character.
"The campaign's design is contemporary, bold and clean. The message forces one to consider the essence of continuous growth and an expansion on intellectual and other levels. It challenges the individual to re-evaluate and rethink,” says Lesmarie Bentley-Steyn, senior brand manager of UJ.
"The concept of the campaign visually illustrates our understanding that the mandate of a university is to afford all our stakeholders the opportunity to rethink education, and to also reinvent ourselves. The UJ's strategic objectives and intent dictate a critical approach towards our world and our future.”
To generate further excitement and awareness of the new campaign, the UJ community will have several opportunities to be introduced to the new brand campaign. The first brand launch will take place at the Bunting Road Campus on Monday, 10 September 2007, the Soweto Campus on Wednesday, 12 September, the Doornfontein Campus on Thursday, 13 September and the Auckland Park Kingsway Campus on Wednesday 19 September. All the launch events are scheduled to take place 12.45pm – 2pm.
