Against a backdrop of shifting student priorities and a competitive landscape for applicants, Royal Holloway needed a mission-driven brand that would enable them to effectively communicate the values on which they are built. Ready to be challenged, they were in search of a real step-change.
In a market where non-Russell Group universities were bracing for impact, Royal Holloway, chose a different path. Alongside a complete brand overhaul, we created the For What Matters campaign to help them step out of the shadows and disrupt the status quo – proving that bold strategy and uncompromising creativity could drive real impact. At the heart of the refreshed approach sat Royal Holloway’s logo –untouched and embolded as a symbol of confidence and continuity.
From insight to intent
The work was built on a simple but powerful idea: students choose universities not just for outcomes, but for values. For What Matters became a unifying narrative for both brand and campaign, enabling Royal Holloway to speak with clarity and conviction about what it stands for – social impact, curiosity, inclusion, and change. As audience needs have shifted, the narrative has continued to evolve, sharpening its message and packing an ever-stronger emotional punch.
Real stories, real impact
At a time when much of the sector felt muted, Royal Holloway leaned into authenticity. We prioritised real student voices and real imagery, moving away from polished storytelling toward content that feels lived-in and human. From campus life to personal ambition, the campaign celebrated experiences students could genuinely see themselves in – strengthening trust and relevance across every touchpoint.
Reaching students where they are
Media strategy played a crucial role in amplifying impact. By breaking new ground on the Venatus gaming platform, we met prospective students in spaces they actively choose, rather than interrupting them elsewhere. Dynamic creative optimisation allowed messaging to flex and refine in real time, ensuring the campaign stayed responsive, relevant, and effective as it rolled out.
A brand and platform that continues to grow
For What Matters is not a one-off campaign, but a living brand platform. The refreshed visual identity – built around a strengthened logo and flexible system – has enabled Royal Holloway to show up with greater confidence across channels, while continuing to adapt to changing audience expectations. Rooted in EDI, accessibility, and sustainability, the work is designed to champion diversity.
A sector-defying result
The outcome was transformative. Brand awareness surged, consideration grew, and applications for 2025 entry increased against wider sector trends. More than that, the work re-ignited pride within the University community and demonstrated that bold strategy, authentic storytelling, and creative courage can change the conversation.
