Massey - Claire sharing info - Part 2

Part of the work 'Assignment' has been doing for Massey explain's how they see Massey.


Massey = the engine of the new NZ

From Forgotten Down Under to aware of our place in the world

From no. 8 wire to Creating the best with less (applying the no. 8 wire ingenuity)

From Cultural cringe to unafraid - confident in our own way

From Tall poppy syndrome to excelling without selling out

From a purely primary economy to a growing creative economy

From raw to raw sophistication

Massey would like to inspire to all people working in the creative industry. Just thinking about how many live briefs we've had the chance to work on in the last year, what if industry's started coming to Massey with jobs, 1 off projects, or class briefs because they want a fresh perspective and our input. We (Massey) could build up some really strong relationships with the design industry (I'm assuming there are already plenty we don't know about). But it's all about the experience and the connections, learning to network early on.  


Massey would like to be the best, producing the best design students in the world! They want to aim higher, be the first, do things before anyone else does, they aspire to make a contribution, to make a difference to the world. 


NZ - Wellington is a small boutique place at the end of the world, quirky, cheeky, out there people who do whatever they want and don't see any boundaries.


There needs to be an edge, give the impression there is nothing to be afraid of, and be reassuring for parents who don't regard design as important in comparison to maths and science etc.

Massey - Claire sharing info - Part 1

Claire Robertson - College of Creative Arts
Associate Pro Vice-Chancellor (Business and Operations).
Notes from her talk with us about Massey's branding.


2008 - Massey went through re-branding. 
5 colleges
3campuses
+ extramural
+ Research Centers
+ All websites associated with Massey


They felt there needed to be consistency across all areas so that massey was pulled together as 1 unity, this is where the current brand identity and brand guidelines come from.


There are 6 big goals which drive a lot of what Massey Uni do. They have defining pillars - the things which make them distinct and unique compared to the rest of NZ and other design schools internationally. Some of these include: Creativity & Innovation.


They would like to position themselves along with the best design schools in the world. Such as the Royal College of Art

Cranbrook

Already I'm questioning how we are meant to compete with specialist design schools (based on our website). Claire said we are looking at gaining ideally American post grad students. They can't exactly visit Massey before they come so their idea of Massey is based on what? Our website, previous students account of the uni who may be from America. Or from their impression of Massey throughout the web such as the best awards etc. I'd say looking to go overseas would be a bit of a task, you want it to be an easy choice and be sure that the place your are planning on studying for a couple of years half way across the world can offer you what you really want. We need to make sure this is accurately portrayed in various ways. 

The Front page of this website (from Canbrook) straight away is exciting and the movement of the curser over the images causes it to change as seen above. For anyone weather they be interested in architecture or interactive design it's a sign of a website which reflects what goes on within the design school it's self. We have a generic website which doesn't reflect the college of creative arts, nor does our logo and nor do our buildings... We have a lot to do!!!!

Rhode Island School of Creativity

Yale University School of Art

This website gave me a shock. My impression of Yale was prim and proper and I was expecting something boring, or typographically professional looking. This has wee boats that flicker as if they were moving all around, people jumping out of boats and fish swimming. Quite different!

So what do Coca Massey want to do?

"Embody or represent those qualities of been an international Art Education Provider".

The Creative Arts Institution is allowed to have their own brand guidelines etc. They are after a distinct brand identity of their own. Something that still sits underneath the Massey University umbrella but is unique and reflects our school for what it really is. 

There's always tensions between looking creative and acknowledging the rest of the University, that is after-all where our money comes from. We can't really be an entirely/perfectly independent brand. 

Coca tend to set the way for the rest of the University. They battle to eg. get pictures of people in their prospectuses and before too long the rest of the colleges ask for the same because they see what coca got to do. I guess coca would like to portray themselves like that too. First, doing something different from the status quo. 

Massey's new building plans