Cosmopolitanism Meets a Clear Vision of the Future: Rebranding for Hof University of Applied Sciences

Hof University of Applied Sciences is recognized as a “Green Tech University,” emphasizing sustainability and innovation in applied research, education, and training. The university is characterized by internationality, authenticity, and a vibrant energy infused with cosmopolitanism and a willingness to embrace change.

There’s a firm commitment to advancing digitization, practical orientation, and international reach. Such a vision for the future is crucial to maintain appeal to students from Germany and around the world in the intensely competitive higher education market. This made it the ideal moment to elevate the brand, translating Hof University’s core values and vision into visual form.

One of the main challenges of this project was crafting a unified brand that many different stakeholders and departments could connect with. During our strategic design process, we worked with the many workshop participants to shape the brand’s personality and archetype in two discovery workshops.

Next, we turned the brand’s visionary, cosmopolitan, and authentic characteristics into guidelines, or brand filters. These filters shaped everything from the visual design and user experience to the content and website animations, creating a cohesive and engaging brand presence.

For the logo, we took the first letter of the university’s name, transforming it into a bold visual centerpiece in a triple grid. This grid not only underpins the design of all the university’s marketing materials and touchpoints but also mirrors the dynamic collaboration across various disciplines. We freshened the color palette to give it a contemporary feel and added green to highlight the university’s commitment to GreenTech.

The color transitions follow a three-stage rhythm, ensuring accessibility with high contrasts and easily legible typography. Finally, we compiled a style guide that details how to use the different design elements both inside and outside the university, ensuring a cohesive look and feel.

Next, we designed a modern, context-focused website with clear navigation and concise, inspiring content. Animations add liveliness. As the website often serves as the first point of contact for (future) students, it must meet their digital expectations. Thus, it artfully case Hof University’s programs and advantages, creating a compelling and inviting experience.

In addition to developing a UI kit for both web and mobile that includes essential user interface elements, we conducted thorough testing on the landing page and important subpages. The implementation was successfully carried out in 2022.

Brand Strategy
Corporate Design
Brand Manual
Website Design