Federation University Australia has launched a new brand identity and creative platform via Hardhat. Titled 'We're with you', the brand positioning launched in September 2024 for both domestic and international audiences, with the aim of driving student applications for 2025.

The campaign highlights Federation University's Cooperative Education Model, an Australian first, which allows students to gain immediate benefits from their education journey before graduating. The Co-op model provides students with work experience through paid placements, career preparation, and workplace skill development by directly connecting them with employers.

Jan Clohessy, Director of Marketing and Growth at Federation University, said the new campaign marks a significant milestone in Federation University's brand journey.

"This new campaign not only embodies our growth as a brand, it also highlights our commitment to our students' future careers by providing them with a head start in their professional lives, through opportunities to earn and learn as they go," Clohessy said.

The campaign launched on 2 September on radio, followed by a series of online videos and assets across print, TV, outdoor, digital and social on 9 September. Working alongside Hardhat were production company Poppet and director, Greta Nash.

"So much of the language around universities is focused on the future, being part of the next generation, the brave new world that awaits once you've finished those 3+ years of courses. We loved the category splitting positioning of 'We're with you' as a dual message of true support that reflects the way Federation University actually puts students' needs first, and a rallying cry for students who want something different from higher education," said Jonathan Heath, Hardhat Creative Director. "We paired that with a straight-talking, status-quo questioning campaign designed to feel down-to-earth, true to life and fresh."