You’ve all seen the tertiary education campaigns – universities and colleges as authorities telling young people they can make them great. Young people really don’t love being told. So BMF doesn’t. Its brand platform for Western Sydney University, Charge Towards Change, the uni’s first in more than a decade, uses a young person’s voice, a young person’s attitude. There’s no talking from on high.    

The campaign speaks through a generation of young people entering a world being reshaped by artificial intelligence, rapid technological advancement, climate change, and geopolitical forces, to a generation of young people entering a world being reshaped by artificial intelligence, rapid technological advancement, climate change, and geopolitical forces.

Western Sydney University vice-chancellor and president, Distinguished Professor George Williams AO, stated, “Many of tomorrow’s graduates will work in jobs that don’t yet exist. Western Sydney University is equipping students with the critical thinking skills, adaptability and resilience they’ll need to take control of their future. A student starting with us next year will graduate in 2030, which will be a very different world to the one we live in. Our responsibility is to prepare them not simply to adapt to change, but to thrive in it – with the skills, values, aspirations, workplace experience and confidence to succeed.”

The new brand is built from extensive research that found graduate employability is an increasingly important driver of student choice. Students are placing greater importance on career outcomes, industry connections and future-ready skills. These insights reinforced the University’s commitment to preparing graduates for the opportunities and challenges ahead.

The launch comes as Western Sydney undergoes a once-in-a-generation transformation, where nation defining projects like the Western Sydney International Airport and the Bradfield City Centre are reorientating the State’s economic centre to the west and connecting the region to the rest of the world.

Western Sydney University chief marketing officer, Andrew Younis, noted, “Western Sydney is on the cusp of one of the most significant transformations in its history. Charge Towards Change reflects that evolution, capturing the tenacity of our students and the momentum felt across our region. It is grounded in a clear understanding of what students are looking for: strong career outcomes, meaningful industry connections and the confidence to navigate a rapidly changing world. More than a brand platform, Charge Towards Change is the University’s commitment to delivering an education that is world-class, deeply relevant and designed to prepare graduates who don’t simply respond to change, but charge towards it.”

The new brand platform, which is the first piece of work with BMF since the creative agency won the account in 2025, includes an evolved visual identity and an integrated brand campaign spanning outdoor, digital and social media.

BMF chief strategy officer, Christina Aventi said the work was inspired by the unique character of the Western Sydney region while making sure it felt native to the platforms it shows up in. “Charge Towards Change evokes the energy of Western Sydney, born and bred in an ever-changing environment. That’s the beating heart of the region and brand. In terms of the launch campaign, we wanted to point in the direction of culture, something that could feel in sync with the platform and the audience. And so, with irony, humour and a little subversion, this campaign shows how ‘change’ has been held hostage by naysayers to predict the end of the world.  But in these ambiguous times, you need to be fit for it, and with a Western Sydney University education, change is something to be savoured not feared. But that’s one part of a bigger brand system and identity that we hope evokes pride and aspiration.”

Credits:

Creative Agency: BMF
Client: Western Sydney University
Chief Marketing Officer: Andrew Younis 
Director of Marketing: Yasmin Spencer 
Head of Content, Creative & Communications: Siobhan McGeown 
Paid Media Officer: Madeline Mustica 
Content and Communications Manager: Rosemary Sargeant 
Creative Services Coordinator: Aleisha King 
Design Lead: Sandra Cirjak 
Graphic Designer: Meg Flavell Graphic 
Designers: Anita Moser & Vonn Layug
Media Agency: Hybrid