Reigniting the Spark for the University of Sunderland

The University of Sunderland first came to us with the challenge of reminding local audiences of the significant impact it has on students, the city of Sunderland and the wider region. So, to show the region exactly what the University stands for, we launched the ‘We Make It Happen’ campaign last year.

But there was another job to do. It was time to evolve the University’s brand itself. Its identity had outgrown its existing framework and had become fragmented and overly-complex. With an expansive colour palette, multiple typefaces and four campuses spanning Sunderland, London and Hong Kong to consider throughout, the design system had become harder to apply consistently – and therefore, was ready for a refresh.

So we sharpened what already existed. We honed in on the brand’s strongest foundations and rebuilt it with clarity and confidence. A tighter colour system with bolder, cleaner tones. A simplified type structure. And a clearer visual hierarchy, all working together in harmony.

To anchor the refresh, we took the University’s spark symbol from their logo and reimagined it as a graphic device, turning it into a flexible visual thread that now runs across the brand.

Alongside this, we developed the next phase of Sunderland’s brand campaign. Building on the established ‘We Make It Happen’ platform, phase two introduced the refreshed art direction and toolkit that stayed true to the original idea, while giving the University a more contemporary visual language to work with. Our role was to create the refreshed identity, then hand it over to University of Sunderland’s internal teams to bring to life across channels, spaces and formats.

The refresh is now rolling out across hundreds of touchpoints. Open days, UCAS fairs, physical materials, internal communications, print and digital, prospectus designs, signage, merchandise and large-scale placements across the city. From banners and tote bags to digital screens and campus spaces, the brand is being felt, not just seen. The University of Sunderland makes things happen, and now looks like it too.