We Make It Happen

The University of Sunderland came to us with a big challenge, and an even bigger opportunity. Despite top marks in teaching, first-class facilities and sector-leading student support, they were often overlooked in favour of their North East neighbours with louder reputations and longer histories.

Our challenge was to close that perception gap and to help the University celebrate its achievements with confidence and show the region exactly what it stands for: opportunity, ambition and progress.

So, we set out to change the story. We created ‘We Make It Happen’ – a bold brand reputation campaign showing the real University of Sunderland. A place for doers, makers and shapers. Our strategy was simple: reframe the narrative, celebrate the graft and make people think, “how did I not know this about the University of Sunderland?”.

The concept combined striking photography with distinctive graphic design to give the campaign a look that felt premium, proud and totally ownable. At the heart of it was the University’s spark symbol, taken from their brand identity, reimagined as a graphic device with a rich woodgrain texture, nodding to the hands-on craftsmanship that runs through Sunderland’s DNA.

We took the campaign across the North East – from Metro stations to motorway billboards, YouTube to scrolls on social. Out-of-home, digital and video all worked together to make sure University of Sunderland stayed front of mind and top of class.

And the results? Straight A’s. The University’s recommendation score jumped from 26% to 33% – the biggest rise in the region. Awareness of recent advertising grew from 13% to 17%, putting Sunderland top of the regional table. The campaign has also been nominated for two Prolific North Marketing Awards: Best Brand Building Campaign and Best Education Campaign.