Bond University offers a premium education and campus experience, but its identity was telling a more playful story. An overly expansive colour palette and difficult display typography made consistency across departments difficult to manage, creating a disconnect between the prestige of the institution and the way it appeared in market.

Bond already had recognition, history and visual equity. Rather than invent a new character, we looked more closely at what was already there.

Large architectural letterforms across the campus informed the update to the typographic system adopting ABC Dinamo's Arizona Flare as the display typeface. The Bond Arch became a flexible frame, while icons for 12 study areas drew from details in the university crest and around campus. Bond Navy remained the anchor, supported by a tighter colour system inspired by the ocean, sand, sun and hinterland. A new photographic approach focused on students using the spaces, learning and interacting, bringing warmth to the wider system.

The identity now works across campaigns, recruitment, digital advertising, social, campus communications, templates and the university homepage. Simple elements are held together by rules strong enough to create consistency across very different departments and audiences. The system has been adopted across Bond’s 1,000-person organisation. Its internal design team describes a newfound freedom and sense of empowerment, with the structure helping them create some of their best work.