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Rebranding Strategy for University Quarter (Student Accommodation)

University Quarter wanted to strengthen its position in the competitive student accommodation market. I developed a comprehensive rebranding and integrated marketing communications strategy to help them connect with students more effectively and differentiate themselves from competitors.

Objectives

  • Evaluate the current brand personality and tone of voice.

  • Research and analyse key competitors in the student accommodation sector.

  • Define a new target audience (domestic + international students).

  • Create a new brand personality (fun, quirky, exciting).

  • Propose innovative communication tactics across digital and out-of-home channels.

university quarter logo

🔍 Research & Insights

  • Current UQ brand used yellow/black/white — competent but lacked energy.

  • Competitors like Simply Students, Ashcourt, and Accommodation Warehouse had inconsistent or competence-heavy brand personalities.

  • Student research showed demand for affordability, wellbeing, and flexibility (including pet-friendly accommodation + transport support)

💡 The Strategy

  • New Brand Personality: Quirky, fun, creative, and student-focused.

  • Brand Message: “More freedom than ever before”.

  • Design Updates: Mascot/logo redesign, new colors (red + yellow), quirky website with animal print to reinforce pet-friendly policy.

  • Digital Marketing:

    • Social media revamp (quirky posts, TikTok trends, animated mascot content).

    • Creation of a functional student app with bus integration and personalization features.

  • Out-of-Home Marketing:

    • Partnerships with local bus services (discounted fares).

    • Branded bus stop posters with QR codes linking to the app.

    • Branded merchandise (t-shirts, tote bags) for new tenants.

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