[Concept – Storytelling – Design]
"Study with purpose" is the current campaign for FH JOANNEUM, Graz [AUT], a University of Applied Sciences. It launched in February 2023 and has since then been further executed by the University's PR and Marketing division based on the developed key visual, wording and communication concept.
The new campaign implements not only new visuals but also a new mindset. Combining the different colors of the six departments creates eye-catching backdrops and a digital guiding system. As graduates from different departments will have their individual roles in society, the claim is always adapted to match. Before the launch, students actively participated in a guerrilla campaign where they temporarily covered the old claim "Study your dream" with the words "Stop dreaming!". This intervention acted as a wake-up call to connect the university with the new generation of students who want to actively shape their future.
In addition to a classic poster campaign and the adaptation of the University's merchandise, the communication now focuses on social media. This includes a redesign of the existing Instagram page, a new TikTok account, student takeovers and other new formats that provide both information and entertainment.
TEAM
Katja-Anna Krug, Theresa Schönegger, Katrin Schwarz
Partners
