Jane Franklin Hall is one of Hobart’s oldest and most loved student halls of residence, but it was a brand in need of a full refurbishment to thrive in the fast-changing world of academic life.
Joanna Rosewell, Principal
Jane College
— Work
What we did:
Nestled in the heart of Hobart and steeped in tradition, Jane Franklin Hall offers a unique residential experience where students are welcomed into a vibrant, inclusive community that celebrates individuality and connection. It’s a place where they can be wholly and truly themselves.
This community culture was an overwhelming and repeating theme in our research with students, alumni and staff and formed the basis of our brand strategy that positioned the college as not just somewhere to stay, but somewhere to belong. The idea resonated with everyone involved from the client side and gave us a rich source of inspiration on which to base both the visual and verbal rebrand.
Perhaps the most striking change was adopting the more casual and familiar name, Jane. That’s what the college is known as to all of Hobart’s student population, whether resident or not. It also signalled a move away from the founder, Lady Franklin whose legacy was intertwined with links to the colonial era and its deep and lasting impacts on the island’s First Nations peoples. It represented both continuity and change, preserving the spirit and traditions of the College while signalling a renewed commitment to welcoming all students into a future-facing, values-led residential community. It is a name that speaks to who they have been and who they are becoming.
The sense of ‘belonging’ also rippled through the visual rebrand, including a modern wordmark and a new logo that forms the letter J, as well as incorporating a welcoming open door and a shield symbolising the protection and support offered by Jane’s community. The college’s colour palette was retained for continuity, with the addition of modern accent tones. We also incorporated tone of voice guidance as part of wider brand guidelines.
Our work with Jane is ongoing and includes PR strategy, campaign activation and performance reporting.
Research and strategy
- qualitative and quantitative research and analysis
- targeting and positioning
- content planning and creation
- reputation management
- performance audits
- brand governance
Brand identity and design
- logo design
- visual identity system
- brand guidelines
- photography
- creative direction
- website design and development
- brand launch
Content strategy and copywriting
- brand narrative
- website copy
- campaign messaging
- community engagement
- campaign creation and management
Claire and her team have taken Jane to the next level. We have been continually astonished and delighted by their ideas.
