The University of Otago was the first university established in New Zealand. It has an incredibly rich and proud history. But its brand and identity was no longer a genuine reflection of who they had become and what they aspired to be. After 154 years, it was time for change. Inspired by the richness in the original name Ōtākou and its connection to the channel of the region, we leaned into the idea of a two-way current. Referencing within our positioning and identity the spirited sharing and exchange of ideas that has long been facilitated by both the channel and University alike. Building on this reference the name Ōtākou Whakaihu Waka was composed by mana whenua, meaning ‘a place of many firsts’. A commitment to continue to be leaders and inspire future generations of student thinking. Beyond a logo, this was a comprehensive identity transformation spanning strategy and positioning, tone of voice and comms, name and wordmark, colour and typography. A new identity drawn from the DNA of both the University and a place that together, dare to lead the way.