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The University of Sunderland

Making moments count

Bringing confidence and awards to our friends in the North

The secret is in recognising pivotal moments

The University of Sunderland is a unique institution. Career-focussed, supportive, and distinctly Mackem. As an extension of its marketing team, our role has been to use our sector knowledge to help leverage this uniqueness in a category often lacking real differentiation. We knew Sunderland was able to be more confident and demonstrate a real connection to its audience. The first step in our ongoing partnership was to unlock and make relevant the University's ‘life-changing’ promise. To make this purpose mean something to people, we defined ‘moments’ as the core idea. Not necessarily the fan-fared, photo-opportunity moments. But the intimate, internal ones where something clicks, where you see your future ahead of you, where you find your calling – the moments that add up to life-changing.

university branding

Thinking that defines the next 3+ years of marketing strategy


Increase in prospectus requests


Increase in international applications

3x locations

Sunderland, London, Hong Kong

From day one, Jaywing just ‘got’ us, and so collaborating has been hugely fruitful. From long-term strategic thinking to agile, responsive solutions - all the way to hard-working creative execution. It all comes together.

Jane Oswald Marketing & Recruitment, The University of Sunderland


Winner The Drum Roses Awards 2022

Online Film / Video

Shortlisted Campaign and PRWeek Brand Film Awards 2022

Best Branded Programme

Shortlisted The Times University of the Year 2021

Winner Heist Award 2019 Best undergraduate prospectus

‘An innovative approach for the University of Sunderland that took personalisation to a new level and delivered it with rigour.’


‘With clever, meaningful messaging, the University of Sunderland delivered a great campaign utilising personalisation, humour and engaging content.’