New positioning for the University of Johannesburg

The University of Johannesburg (UJ) has unveiled its new brand positioning, developed with advertising agency Mortimer Harvey, with a fresh approach to its representation for 2014 and beyond. The new positioning aims to promote the University's status as a leader in tertiary education and build its reputation for excellence globally.
Prof Ihron Rensburg
Prof Ihron Rensburg
While UJ is well established in its communications with under-graduates, it has now reached a stage of maturity that requires a different level of communication to a much broader audience. In the ten years since its establishment, the University has grown to include nine faculties, four campuses and almost 50,000 students. UJ is internationally renowned as one of the world's leading research institutions and is ranked in the top 4% of universities worldwide.

The new brand positioning - Art of Accomplishment - refers to the realisation of success through academic excellence. The campaign is focused on profiling the University and its alumni's success stories, and communicating the ground breaking projects underway. Priority research areas of the University include Telecommunications Technology, Economic Geometallurgy, Energy and Sustainable Development, Nanotechnology, Water and Health, Aquatic Ecotoxicology and Sociological research.

New positioning for the University of Johannesburg
The campaign supports the strategic direction of the University, and builds on the success of UJ's current reputation as a world-class teaching, learning and research institution with proven support structures and award-winning academic staff. The brand is already well positioned among other global universities and is focused on innovation, growth and development. The University's inclusion as the first and only African university in the prestigious Universitas21 research consortium is testament to its innovation and research reputation.

"The creative philosophy for the new positioning campaign references the University's global excellence and stature, with clean and sophisticated imagery that blends photography and illustration in a bold and modern way,' says Gerald Harvey, chief creative officer of Mortimer Harvey. The new creative approach falls in line with global advertising trends of visual communication with more considered illustrative techniques and a stylised and daring design. Typography is an integral element to the design and has also been carefully considered.

The campaign includes a new twelve-page magazine that will be published every second month, with editorial, profiles and insights presented in a relevant and engaging manner. The publication will also be available in a digital format and will be supported with an interactive social media campaign.

Says Prof Ihron Rensburg, UJ's principal and vice chancellor, "The new positioning for the University will bring to the fore our reputation for innovation, achievement and excellence and establish our position as the leader in the Art of Accomplishment."

About the University of Johannesburg

The University of Johannesburg (UJ) is one of the largest, multi-campus, residential universities in South Africa. The University seeks to achieve the highest distinction in scholarship and research within the higher education context.

The UJ's unique academic architecture reflects a comprehensive range of learning programmes, leading to a variety of qualifications, from vocational and traditional academic to professional and postgraduate, across the four campuses - Auckland Park Bunting Road, Auckland Park Kingsway, Doornfontein and Soweto. The campuses vary in size and each has its own character and culture, contributing to the institution's rich diversity.

The UJ offers a choice of nine faculties for enrolment, which include: Art, Design and Architecture, Economic and Financial Sciences, Education, Engineering and the Built Environment, Health Sciences, Humanities, Law, Management and Science.

As one of the world's highly acclaimed research institutions the UJ is renowned for ground-breaking projects, having benefited from a large pool of researchers bringing together various fields of expertise and research focus areas. The University provides the ideal ground for interdisciplinary research and currently has 113 rated researchers. Six of these researchers are A-rated - all of whom are recognised as world leaders in their field. UJ is also home to 22 research centres.

UJ staff and students come from over 50 countries in Africa and around the world. The University has also built links, partnerships and exchange agreements with leading African and other international institutions that further enrich the academic, social and cultural diversity of the UJ campuses. It is also the recipient of the highest levels of external financial support from donors and partners all over the world. This demonstrates the high esteem in which UJ is held internationally.

Just eight years after being established UJ has been ranked in the top 4% of universities in the world, making UJ one of the top 650 universities in the world as per the 2013/14 Quacquarelli Symonds (QS) World University Rankings. UJ is the youngest of all ranked universities in South Africa and in Africa. The University is also the first and only African university to be accepted as a member of Universitas 21, a prestigious consortium of top research universities around the world. Both the high QS ranking and the membership of Universitas 21 are an important endorsement of the growing international reputation of UJ.

Mortimer Harvey
Mortimer Harvey
Mortimer Harvey has been building brands, solving problems and making magic happen for the past 28 years. We're a 100% fiercely independent, digitally-integrated, results-driven, multi-channel advertising agency in the heart of Johannesburg focused on creating work that really works.

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