Rebranding unlimited : improving the image of Western Sydney University

Western Sydney University has 10 campuses, stretching from the Sydney central business district to the outer regions of Sydney's Greater West. Founded in 1989, it is currently ranked in the top 2% of universities worldwide (Times Higher Education World University Rankings, 2018). Western Sydney University offers a comprehensive range of degrees in a variety of disciplines to over 40 000 students. It's one of the most culturally diverse universities in Australia, with more than 60% of students being the first in their family to study at university. While its future is certainly promising, this hasn't always been the case. A decade ago, the image of the university was less than favourable. In 2015, the marketing team, led by Vice-President Angelo Kourtis, undertook a bold rebranding campaign that completely reinvigorated the image and ethos of the university.