A private company that connects international students with universities in the US, UK and China, INTO University Partnerships (IUP) has never been more relevant. However, communicating in their sector presents a number of challenges. First, audiences span students, prospective students, parents, agents and partner universities. Secondly, those audiences are spread across 3 continents. Finally, sufficient flexibility is required to span the demands of strategic and tactical communications, to support the partner university brand and communicating the strengths of IUP in its own right. A review of the student brand was required that delivered on all this, whilst changing the minimal number of existing brand elements.