Joint —
Connected by thoughtful living
Supporting the brand’s radical shift in ambition with strategy and naming that placed consumer wellbeing at its heart. Striking a considered balance between open-minded generosity and vibrant spirit, celebrating adventurous ideas, singular personalities and positive attitudes.
Centred around the concept of ‘thoughtful living’, the brand strategy was designed to enrich student experience in a market often more focused on cost than connection. Activation aimed to engender peace of mind for students while giving them the space and opportunities to learn and grow.
Project partners
Brand Partner: Hamish Makgill
Illustration: Form Play Studio
Insight: Substance
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