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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.",[],{"type":52,"text":111,"spans":112,"direction":59},"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.",[],{"type":52,"text":114,"spans":115,"direction":59},"Grow.",[116],{"start":30,"end":117,"type":118},5,"em",{"type":52,"text":120,"spans":121,"direction":59},"Not just crops and herds, but careers, innovation, and global impact.",[],{"type":52,"text":123,"spans":124,"direction":59},"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.",[],[126,129,132],{"type":52,"text":127,"spans":128,"direction":59},"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. ",[],{"type":52,"text":130,"spans":131,"direction":59},"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. ",[],{"type":52,"text":133,"spans":134,"direction":59},"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!\"",[],[136],{"type":52,"text":137,"spans":138,"direction":59},"Kate Flower\nExecutive Director,\nStudent Engagement & Experience",[],[140,179,191,202,235,246,257,266,278,289,300,314,325,337,349,375,395,406,417],{"variation":141,"version":142,"items":143,"primary":144,"id":177,"slice_type":178,"slice_label":26},"default","initial",[],{"images":145,"bottom_margin":175,"align_gallery":176},[146,154,161,168],{"image":147},{"dimensions":148,"alt":150,"copyright":26,"url":151,"id":152,"edit":153},{"width":23,"height":149},1440,"Lincoln University logo in white on blue, featuring a crest with agricultural symbols and bilingual university 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student magazine 'RAM', with a large image of a chicken on a white background.","https://images.prismic.io/choirnz/aajQ-1xvIZEnjVjB_Choir-Lincoln-University-magazine-masthead.avif?auto=format,compress","aajQ-1xvIZEnjVjB",{"x":30,"y":30,"zoom":31,"background":32},{"image":221},{"dimensions":222,"alt":223,"copyright":26,"url":224,"id":225,"edit":226},{"width":23,"height":149},"Two lanyards for Lincoln University, one in blue and one in yellow, featuring a large Lincoln University logo.","https://images.prismic.io/choirnz/aajQ5FxvIZEnjVjA_Choir-Lincoln-University-staff-lanyards.avif?auto=format,compress","aajQ5FxvIZEnjVjA",{"x":30,"y":30,"zoom":31,"background":32},{"image":228},{"dimensions":229,"alt":230,"copyright":26,"url":231,"id":232,"edit":233},{"width":23,"height":149},"A man standing outdoors wearing a bright blue t-shirt with the phrase 'Growing the Future' in white over the front.","https://images.prismic.io/choirnz/aajQ0FxvIZEnjVi9_Choir-Lincoln-University-open-day-apparel.avif.jpg?auto=format,compress","aajQ0FxvIZEnjVi9",{"x":30,"y":30,"zoom":31,"background":32},"medium_gallery$3fc6c0b6-4cd1-4e42-ae88-c10d11ba7ac4",{"variation":141,"version":142,"items":236,"primary":237,"id":245,"slice_type":190,"slice_label":26},[],{"image":238,"caption":244,"bottom_margin":60},{"dimensions":239,"alt":240,"copyright":26,"url":241,"id":242,"edit":243},{"width":63,"height":64},"Three 2019 Lincoln University prospectuses – Undergrad, Postgrad, and 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prospectus.","https://images.prismic.io/choirnz/aajOrFxvIZEnjViV_Choir-Lincoln-University-Student-Prospectus-spreads.avif?auto=format,compress","aajOrFxvIZEnjViV",{"x":30,"y":30,"zoom":31,"background":32},[],"large_media$0443b3c6-3210-4e62-aba4-fa42c4542a00",{"variation":141,"version":142,"items":258,"primary":259,"id":264,"slice_type":265,"slice_label":26},[],{"text":260},[261],{"type":52,"text":262,"spans":263,"direction":59},"The answer was to embrace that foundation, not move away from it. All via a single word—“Grow”. A mission statement in a word, “Grow” anchors the credentials Lincoln was built on, while showcasing the full breadth of the university’s offering.",[],"text_slice$0192b326-f217-48b6-9e30-fa946de266fc","text_slice",{"variation":141,"version":142,"items":267,"primary":268,"id":276,"slice_type":277,"slice_label":26},[],{"image":269,"caption":275,"align_image":176,"margin_bottom":175},{"dimensions":270,"alt":271,"copyright":26,"url":272,"id":273,"edit":274},{"width":41,"height":41},"Lincoln University crest graphic device displayed as an app icon on a smartphone screen.","https://images.prismic.io/choirnz/aajNMlxvIZEnjViC_Choir-Lincoln-University-app-icon-flavicon-mobile_1.avif?auto=format,compress","aajNMlxvIZEnjViC",{"x":30,"y":30,"zoom":31,"background":32},[],"small_media$c52555e0-d591-46de-80e8-e6729097c8b5","small_media",{"variation":141,"version":142,"items":279,"primary":280,"id":288,"slice_type":190,"slice_label":26},[],{"image":281,"caption":287,"bottom_margin":60},{"dimensions":282,"alt":283,"copyright":26,"url":284,"id":285,"edit":286},{"width":63,"height":64},"Mobile homepage design for Lincoln University’s recruitment campaign with 'Where opportunities grow' headline and drone-farming image.","https://images.prismic.io/choirnz/aajMl1xvIZEnjVh9_Choir-Lincoln-University-recruitment-website-mobile.avif?auto=format,compress","aajMl1xvIZEnjVh9",{"x":30,"y":30,"zoom":31,"background":32},[],"large_media$728e587b-b802-46aa-8d10-561ed9bd5fb8",{"variation":141,"version":142,"items":290,"primary":291,"id":299,"slice_type":190,"slice_label":26},[],{"image":292,"caption":298,"bottom_margin":175},{"dimensions":293,"alt":294,"copyright":26,"url":295,"id":296,"edit":297},{"width":63,"height":64},"Flat lay of tablet screens displaying screenshots from Lincoln University’s recruitment campaign website.","https://images.prismic.io/choirnz/aajMRFxvIZEnjVh5_Choir-Lincoln-University-recruitment-website.avif?auto=format,compress","aajMRFxvIZEnjVh5",{"x":30,"y":30,"zoom":31,"background":32},[],"large_media$4d5372c2-79b8-428e-9dbd-6522fe87e009",{"variation":141,"version":142,"items":301,"primary":302,"id":313,"slice_type":265,"slice_label":26},[],{"text":303},[304],{"type":52,"text":305,"spans":306,"direction":59},"The results? A 185.7% spike in Open Day attendance and a 57% jump in domestic enrolments—proof that when you tell the right story, people listen.",[307,310],{"start":308,"end":309,"type":58},15,21,{"start":311,"end":312,"type":58},57,60,"text_slice$3c2e80fa-1f3e-41bc-99eb-58ee134bacd6",{"variation":141,"version":142,"items":315,"primary":316,"id":324,"slice_type":190,"slice_label":26},[],{"image":317,"caption":323,"bottom_margin":60},{"dimensions":318,"alt":319,"copyright":26,"url":320,"id":321,"edit":322},{"width":23,"height":149},"Person walking past large 3D typographic installation of the word 'Grow' at Lincoln University’s 2019 Open 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