The Faculty of Science, Agriculture and Engineering (SAgE) is one of the largest of its kind in the UK with 8,000 students, 1,200 staff and a turnover of £130m. Infinite was commissioned by the leadership and marketing teams to help articulate a clear value proposition and develop a distinctive brand positioning. The project involved qualitative research, extensive stakeholder consultation and the creation of a messaging framework. It culminated in the development of a detailed marketing strategy to guide future communications.