A few years back Deakin University came to us for help to re-launch their student union association. New legislation was changing the landscape of student unions and DUSA understood they needed to create a new relevance to the student body on their multiple campuses. DUSA is a student organisation which is run by students of Deakin University, for students of Deakin University. DUSA members study off campus and on, and include undergraduates, postgraduates and international students. What DUSA needed was a brand identity that would help position the organisation in a way that connected with the students. As student union membership became optional for the first time, DUSA found themselves competing against brands and other interests for the students loyalty.