Client

ESCI-UPF

Period

2024

Sector

Education

Back in 2019, we developed the ‘BelongBecome’ campaign for the School of International Studies at Pompeu Fabra University (ESCI-UPF) to commemorate the twenty-fifth anniversary of this prestigious institution based in Barcelona. The main objective was to facilitate brand recognition and foster a sense of belonging to the school, addressing the challenges identified during the research phase. The aim was to revitalise the message, adapting it to new audiences and the prominence of digital channels.

IDEA

The ‘Shaping Futures’ campaign reclaims, in a time of digitalisation, fluid identity, and post-truth, the role of the university institution as a framework in which students can shape their future.

The craft of educating involves a variety of specific characteristics that strive not only to provide the student with training that matches their potential but also to urge the student to expand that potential, thus discovering the limits and nature of their capabilities. This should define the journey of any university student. Therefore, form, like the university itself, is not static. It cannot be considered a closed compartment; it must be dynamic, facilitating the development of the student’s mind throughout their education, and this element is reflected throughout the campaign.

IMPLEMENTATION

Aleix Font’s studio was selected to develop this rebranding proposal, which was collaboratively created. Starting from three basic geometric shapes, it represents the three fundamental dimensions of the institution: economic, social, and environmental.

The campaign was followed by digital channel campaigns to maximise the reach of ESCI-UPF’s undergraduate, master’s, and postgraduate programmes.