Shifting from acquiring a degree to mastering a new mindset.
KLU — Audience-Centric University Transformation
The Audience Pulse: International students face high uncertainty when choosing a university abroad—navigating career outcomes, relocation anxiety, and academic rigor. When university branding focuses solely on institutional prestige and technical curricula, it misses the emotional core of the student's decision journey.
The Strategic Pivot: We shifted KLU’s brand narrative from what the university offers (logistics & management courses) to what the student becomes (a global leader capable of shaping sustainable supply chains). By anchoring the brand in student empathy, we transformed KLU's identity into an open, modern, and highly engaging global platform.
The Strategic Pivot: We shifted KLU’s brand narrative from what the university offers (logistics & management courses) to what the student becomes (a global leader capable of shaping sustainable supply chains). By anchoring the brand in student empathy, we transformed KLU's identity into an open, modern, and highly engaging global platform.
Deliverables: Overarching Brand Strategy, Modular Brand Architecture, Digital Design System (featuring flexible "Content Containers"), Saans Grotesk Typography, Tone of Voice & Employer Branding.
My role:
Responsible for the brand and communication strategy –
Including: Facilitating branding workshops on-site and remotely; brand positioning, Brand Values, and brand and sub-brand architecture
Responsible for the brand and communication strategy –
Including: Facilitating branding workshops on-site and remotely; brand positioning, Brand Values, and brand and sub-brand architecture
Drafting a final creative brief for designers and creatives to create the ad campaign.
Agency: Karl Anders GmbH
Agency: Karl Anders GmbH
A case video of the brand resharpening
Based on the new Brand Strategy and Communication Strategy, the
Design system and design guidelines were created by the Design Team, led by Sebastian Stier
Design system and design guidelines were created by the Design Team, led by Sebastian Stier
