Campaign overview

UNSW has an outstanding record for fostering entrepreneurial talent – however, programs were fragmented across the University, not well signposted and outstanding results were not being recognised. UNSW sought to strengthen its reputation as an incubator of young entrepreneurs through the launch of a new initiative, the Founders program. In order to increase the profile, reputation and funding of the program, UNSW needed to establish a unified brand to take it to the next level.

What we did

Hotwire conducted brand strategy workshops to establish a brand blueprint and brand architecture with key stakeholders at UNSW. The challenge was to capture the fast-paced, ever-changing, agile ideation environment that entrepreneurs operate in. We created a variable logo device that represents the collaboration, play and experimentation at the heart of the Founders program. Comprehensive brand guidelines and key executions helped UNSW launch their Founders program and implement the new brand identity.


Over 200 start-ups and projects have been supported by the Hotwire branded Founders program. The new identity has helped to raise awareness, with women participation in the program increasing by 17% and one program attracting over 8,000 participants.

Global reach.
Local flavour.