TAFE Queensland launches ‘Make Your Great Happen’ brand platform via Cristian & Marianne
TAFE Queensland, alongside Queensland creatives Cristian & Marianne Pty Ltd, and Queensland production company Compadre Picture Co, have launched Make Your Great Happen, a new multi-year platform designed to unite the organisation’s brand and prospective student communications under a single creative vision.
The platform marks the first major public expression of TAFE Queensland’s refreshed brand strategy and moves beyond individual campaign executions to create a long-term framework spanning brand awareness, study-area promotion, course consideration and enrolment.
Marianne O’Brien, Director of Cristian & Marianne Pty Ltd, said at its core, Make Your Great Happen is a commitment to authentic Queensland storytelling: “Featuring real TAFE Queensland staff and students sharing their own study and career choices, the campaign showcases genuine stories, practical skills and career pathways across the state.
“Produced by Queensland businesses and featuring music from acclaimed Queensland band Ball Park Music, the campaign reflects TAFE Queensland’s people-first brand and reinforces its position as a lifelong learning partner helping Queenslanders adapt, grow and pursue meaningful careers.
“The campaign features more than 125 real TAFE Queensland staff and students across 11 priority study areas, reflecting the breadth of careers, industries and learning opportunities supported by TAFE Queensland.”
Working alongside TAFE Queensland, Compadre Picture Co helped conceive and develop the platform, translating the organisation’s refreshed brand strategy into a creative system capable of connecting with audiences at every stage of their learning journey.
Says O’Brien: “This wasn’t designed as a campaign. It was designed as a platform. The ambition was to create a flexible creative system that could support TAFE Queensland’s brand, prospective student communications and future growth strategy for years to come.
“People’s careers are no longer linear. We wanted to create a platform that reflected that reality through real people and real stories. Featuring staff and students ensured the work reflected real experiences and real outcomes.”
The integrated campaign spans television, online video, out-of-home, radio, digital, search, social media and owned channels, bringing together real Queensland stories, locations and workplaces through a creative platform designed to inspire people to take the next step in their learning and career journey.
TAFE Queensland Chief Executive Officer, Tim Rawlings said the campaign captures the organisation’s purpose while showcasing the passion of its people across Queensland: “At its heart, Make Your Great Happen is about recognising that every Queenslander has their own definition of success and their own journey to get there.
“Practical skills create confidence, opportunity and momentum. Whether someone is starting out, changing careers or building on existing experience, TAFE Queensland is here to help people develop the skills they need to adapt, grow and contribute to Queensland’s future workforce and communities.
“I’m particularly proud that this campaign features our own staff and students. Their stories show the real impact practical skills can have on people’s lives and communities across Queensland.”
TAFE Queensland Director of Brand, Marketing and Customer Demand, Marielle Wallin said Make Your Great Happen provides a clear long-term foundation for one of Queensland’s most recognised education brands: “TAFE Queensland already has one of the strongest and most recognised education brands in the state. Make Your Great Happen gives us a clear and consistent platform to build on that strength while bringing our refreshed brand strategy to life.
“Our brand promise is centred on the practical skills that help people do extraordinary things. This platform gives us a distinctive way to tell that story, connecting the emotional impact of learning with the real-world outcomes our students achieve every day.
“Importantly, it creates a framework that can work across the entire customer journey, from broad awareness through to course consideration and enrolment, ensuring every touchpoint strengthens our brand recognition and reinforces our position as Queensland’s lifelong learning partner,” she said.
With real staff and students at its centre, music from Ball Park Music and creative led by Cristian & Marianne Pty Ltd, and production led by Compadre Picture Co, Make Your Great Happen marks a new chapter for TAFE Queensland, establishing a long-term platform built on Queensland stories, practical skills and the transformative power of education.
For more information about Make Your Great Happen, visit www.tafeqld.edu.au.
Client: TAFE Queensland
Production Partner: Compadre Picture Co
Director and Stills Photographer: Sam Scoufos
Post Production partners: Ruckus Studio + Rosco Audio
Creative Partner: Cristian & Marianne Pty Ltd
Research Partner: YoungKind
Music: Ball Park Music
Talent: TAFE Queensland staff, students and industry partners
VIEW THE PRINT MAGAZINE + PAST ISSUES ONLINE. SUBSCRIBE NOW.
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel