Sydney, Australia To strengthen its strategy offering, Australia-based brand strategy and design agency Houston has announced the appointment of Daye Moffitt as its executive strategy director for Sydney and the promotion of Cara Meade as executive strategy director for Melbourne.

On the new appointments, Founder and CEO Stu O’Brien explained, “Our investment in top-tier strategic talent will pioneer a new era in the business’ go-to-market strategic execution as we continue to play a key role as a trusted strategic brand advisor for iconic brands such as Lendlease, Ampol and Macquarie Bank.”

Moffitt brings with her two decades of local and global experience in brand strategy. Prior to joining Houston, she was executive strategy director for Landor and Fitch Australia and has worked at Designworks Ltd., Principals, and Moon Communications Group.

Speaking about her new role, Moffitt said, “I can’t wait to get going at Houston, to help shape the offering that some of Australia’s largest and most progressive clients are asking for, and that Houston has the unique ability to deliver. These are exciting times and I have no doubt as a team we can deliver some truly extraordinary work together.”

O’Brien also shared his thoughts on Moffitt’s appointment, referring to her as “arguably one of Australia’s foremost strategic leaders.”

“Her role is critical to integrate our national offering across brand, design and creative, delivering growth and strategy for clients at the speed and efficiency demanded by today’s market,” he added.

Meanwhile, Meade has experience leading Toyota Australia and Toyota Asia Pacific’s brand transformation projects over the last 6 years. She likewise led projects for leading universities such as UTS, CSU, and UniSQ, as well as iconic brands including Qantas, Lendlease, NRMA, Origin Energy, Ampol and a range of not-for-profit organisations.

“After 8.5 years at Houston, it’s exciting to be stepping into this leadership role, working alongside Daye. Creating work that has the power to drive positive change is my passion and I’m looking forward to building our business and supporting our talented team in Melbourne and Sydney. I look forward to what 2023 has ahead,” she said. 

O’Brien also expressed his excitement over Meade’s promotion.

“Promoting Cara to a leadership role after many years with us is a natural next step to take our national strategic capability to the next level. Cara brings a level of care and respect to each project she works on – always looking to understand parts of complex systems, and then shaping simple, impactful strategies that deliver tangible results,” he said.

Both will be reporting directly to O’Brien and will immediately commence their new roles.

Sydney, Australia – To celebrate the organisation’s 30th anniversary as a university and 55 years as an educational institute, The University of Southern Queensland (UniSQ) has unveiled a new brand strategy, including a new purpose and proposition, logo, and visual identity. This rebrand was developed in collaboration with brand agency Houston Group.

The new brand strategy, ‘look and feel’, reinforces the pathway to excellence proposition that UniSQ stands for, and supports the organisation’s ambition to become Australia’s leading regional university, in a highly competitive marketplace.

Moreover, central to the new look and feel is the adoption of a new abbreviated moniker: UniSQ – rather than the traditional USQ. The new look will be carried across every touchpoint. Meanwhile, the shield logo features the Bunya pine tree (synonymous with Southern Queensland), representing growth, strength, and journeys, which was inspired by the ancient journeys of the many First Nations communities that gathered for the Bunya Festival, celebrating the harvest of the Bunya Nut.

Houston has also crafted the stylised Bunya pine logo to resemble a robust progressive journey rising through the middle of a strong University shield. The four branches of the Bunya pine represent the four UniSQ learning hubs, which are Toowoomba, Ipswich, Springfield and online, and the dark plum and gold primary colours take inspiration from the Toowoomba sunset and environment.

Stuart O’Brien, CEO and founder of Houston, said the challenge was to create an all-encompassing brand proposition that matched the University’s strategic direction to deliver outstanding education experiences and outcomes.

“All brand elements have been created to match the new strategic direction of UniSQ, it not only creates a clear differentiation for the university, but a purpose that students and employees can stand behind and a brand that future students can love, feel part of and instantly recognise,” he explained.

Meanwhile, Shawn Walker, pro vice-chancellor (Engagement) at UniSQ, noted, “Our refreshed brand strategy and new brand represents a new chapter for the university; it clearly supports our mindset for change and innovation and has the capacity to resonate with our stakeholders.”