World-Changing Glasgow Brand Campaign

Glasgow faced a dual challenge: maintaining its status as a top-tier research institution while also attracting and engaging a new generation of students. The tagline 'World-Changing Glasgow' captured this ambition, but it wasn’t connecting emotionally. It needed more impact – something that resonated across audiences, from prospective students to global partners and the media. With growing competition, UofG needed a brand campaign that was always-on, adaptable, and built for both reputation and recruitment. The task was clear: communicate the university’s real-world impact in a way that was compelling, clear, and meaningful to diverse audiences.

To bring these stories to life, we launched a new messaging framework and created a suite of assets, from striking photography of UofG academics to a cinematic brand film. The look and feel made each complex breakthrough feel more human, more engaging, and more shareable.

I evolved 'World-Changing Glasgow' into an active, people-driven statement that invited students, academics, and partners to be part of something bigger. Working closely with UofG’s leadership and academics, we uncovered the most impactful research stories that weren’t just impressive, but also relevant to Glasgow’s wider purpose. From AI-powered cancer detection to brain health in contact sports, we highlighted research that improves lives.

This campaign helped Glasgow tell its story in a way that felt real. By turning extensive research into compelling, relatable narratives, we made the university’s work more accessible and engaging. The campaign sparked a renewed sense of pride within the UofG community, increased engagement with research stories, and strengthened Glasgow’s position on the world stage.