The University Co-op Bookshop unveils new look and name via Sydney brand agency, Uberbrand

Today, The University Co-op Bookshop has unveiled its new look and formal name change to the Co-op via Sydney branding and communications agency, Uberbrand.

The change forms part of the organisation’s first official rebrand since it was established 55 years ago, with the new proposition reflecting its dedication to successfully adapt to meet the changing needs of its 1.66 million members. The brand’s evolution has also delivered a new way of the Co-op doing business with its suppliers with the implementation of a preferred partner program.

Innovation, growth and thought leadership are at the heart of the rebrand with the transformation of the business from on-campus Uni bookshop to omni-channel retailer. Cutting-edge CRM systems, a new website and engaging loyalty programs will allow the Co-op to understand and connect with its members in-store, online, via mobile, social media and through its communities.

Under the guidance of a new management team led by chief executive officer, Peter Knock, chief marketing officer, Greg Smith and chief operating officer, Thorsten Wichtendahl, the Co-op has undergone a major transformation over the past nine months – introducing industry leading retailing techniques and product diversification, plus a roll out of ‘big data’ marketing and multichannel digital properties. The organisation has also made a major commitment to social media via targeted Facebook and Twitter accounts.

The new branding unveiled on the Co-op website today, will roll out across its network of stores in time for the return of Universities from next month. The new logo represents the Co-op’s vitality and enthusiasm to continually provide innovative solutions for its members. The progressive and contemporary design signifies a sense of unity and a sharing of common direction.

The Co-op’s rebrand is backed up by a heavy-weight marketing campaign which aims to re-engage with its 1.66 million strong member base and its key stakeholders through PR, digital activation, experiential and outdoor.

Members pay a small, one-off fee of $20 for lifelong membership. Membership benefits include access to massive exclusive discounts on the Co-op’s huge range of books, clothing, beauty products, technology, stationery, games and gadgets.