FRIENDS & FOES
STORY BRANDS FOR THE 21ST CENTURY
UNIFYING 7 FACULTIES WITH ONE SHARED IDENTITY, WHILE RESPECTING THEIR DIFFERENT IDENTITIES

START WITH STORIES

To find a common identity, it helps to know what people are proud of. Pride connects. So when the HvA asked us to make an overarching campaign for their 7 faculties, each with its own identity, we did not start with a pay-off, but with sharing pride stories with each other.

CREATING TOMORROW TOGETHER

We bundled and distributed these stories in a magazine. That way the faculties got to know each other better. And to increase their pride in being one school together: the Hogeschool van Amsterdam. Based on this shared pride, we made an overall brand story for the HvA with at its core the mission: Creating Tomorrow.

7 IDENTITIES, ONE BRAND

We developed an individual style guide and visual identity for each faculty, based on the requirement that each faculty should retain its own character. We created various sub-campaigns from this identity family, such as that for HvA Techniek.

MAKING THE NEWS

Finally, we made a special edition together with the Amsterdam newspaper ‘Het Parool’ in which the students expressed their vision of the future. In imagery and wording, the newspaper looked like it was from the future, but still clearly recognizable as ‘Het Parool’. The newspaper was included in the regular distribution on New Year’s Day and led to much discussion about what tomorrow would bring. It put the new HvA in the spotlights and helped attract new students as a result.

HvA content campaign

Created and produced at creative agency Lemon Scented Tea