Distinctiveness is a brand’s trump card. And that’s never truer than for universities, where tens of thousands around the world vie for the attention of an increasingly borderless student. Standing out is not easy. The University of York understood this challenge. In 2019, the new Vice-Chancellor set out his stall to create a more distinctive university with social purpose at its heart. We were approached to marble this new vision, a University for Public Good, into York’s brand and culture. And to inspire its multitude of audiences to join in this common mission.