We developed a new core brand proposition: LIMITLESS, which became the foundation of the new visual identity: bold, challenging, confident. It featured striking, thought-provoking images, a new campaign typeface and modern icons and infographics. This was driven by the key messaging “Are Your Ready?”, “Be Ready” and “Get Ready”. The brand was consistently conveyed across a multitude of marketing channels. Applications increased by a cumulative 14.4%, six times the 2.4% national average. For two years running, Open Day registration was closed well in advance as registration capacity was reached. Additional Open Days were needed. From safe second choice, the University is continuing to transform into a clear first choice.