The University of Leeds is a leading Russell Group university, one of the largest in the UK and top 100 in the world. Despite this, recent changes have made the sector more competitive. These include the increase of fees for domestic students and immigration reforms making the UK less attractive for international students. We were asked to develop a unifying concept that differentiated the university and showcased the key benefits of studying there. It needed to work for the university as a whole, despite the diversity of schools and subjects, with a 3-year shelf-life. We also had to inspire and engage the different student groups (undergraduates; postgraduate and international), and visually balance the prestige of being a Russell Group university with being forward-thinking.