UWE Bristol needed their communications when students arrived to be distinctive, full of energy and flexible. With a variety of topics to convey from the excitement of starting university, exploring the campus, academic regulations and policies, to hard-hitting subject matter like sexual harassment and mental health. The identity needed to be able to cover it all. With a tone of voice that led with 'you' to feel very welcoming and inclusive and create a two-way conversation rather than from the University down, to vibrant patterns and 3d shapes that could be used in diverse ways to communicate messages. The visual language took cues from the overarching brand patterns, but was elevated with a brighter colour palette to reflect the excitement of starting university, paired with a bold black and white combination to tackle some of the more complex and serious matters. Shapes and pattern were representative of a mix of people coming together. Able to use in a variety of formats, including environmental structures to bring a playful and striking presence. The identity was then rolled out as a playbook and digital resources for the internal marketing and brand team to use and make their own. It worked to create joy and flexibility.