Lincoln University

Lincoln University was (and is) world-class in every way. Yet despite offering cutting-edge research and diverse land-based education, the challenge with Te Whare Wānaka o Aoraki Lincoln University was getting people to see beyond the gumboots.

But rather than being the problem, Lincoln’s agricultural roots turned out to be part of the solution. We found a way to honour its legacy while making room for everything else the university had to offer. All in a single word.

Grow.

Not just crops and herds, but careers, innovation, and global impact.

We modernised their original blue and gold identity, developed messaging and brand architecture, and launched a campaign that made more students, faculty, and stakeholders finally see Lincoln for what it really was, a place where potential flourishes.

Lincoln University had been struggling to differentiate itself from other universities, and to be clear about who it was as an institution. Brand recognition was low, and there was a real need to refresh and enliven the value proposition.

The fantastic team at Choir (then Novo) established a clear brand strategy and proposition framework that enabled real clarity for the LU parent brand and the way it was communicated, but that also brought sense and organisation to the myriad of sub brands we had.

The revised brand and positioning was welcomed enthusiastically by staff, students and alumni, and brand recognition and the university itself has gone from strength to strength!"

Kate Flower
Executive Director,
Student Engagement & Experience