The University of New South Wales launched ‘The World Needs U’ as a bold brand platform to support its refreshed identity. Positioned as a rallying cry for students ready to challenge the status quo, it empowers them to recognise their role in a world that needs their creativity and problem-solving skills. Workshops and direction of in-house design teams and partner agencies delivered a refined continuity of the identity and design system, ensuring a consistent, recognisable presence across all UNSW channels and campaigns.