REBRANDING
Laurea University
of Applied Sciences
The aim of the rebranding process was to create a colorful brand that appeals to young adults, but also to increase awareness of the brand values among Laurea's staff.
introduction
From blue to bright pink. We wanted to use exciting colors and elements in the new graphic materials and catapult the brand into new heights, away from the old look.
New materials
A new brand identity style guide was created, along with a new brand strategy, a big investment in new professional photographs, and two different marketing campaigns: one aimed at Laurea's own staff to increase brand awareness and commitment, and another one aimed at potential young applicants.
Keywords guiding the project:
- Playful
- Fresh
- Youthful
- Bold & Brave
- Distinctive
- Fun
New Graphic Elements
I created a versatile pattern artwork to be used across a variety of mediums. The pattern started living it's own life. It was really well received among the staff, who used it not only for printed products but also in clothing and interior design at the campuses. The creation of the pattern was a joint effort between me and with graphic designer Marcell Kismartoni.
PHOTOS BY: LAUREA UAS
New photos
We organized photo shoots with actual students and staff members at all seven campuses. The style we wanted was bright and optimistic.
PHOTOS BY: SAMI MANNERHEIMO
New marketing materials
The new visual look is built on bold use of color, storytelling through authentic photographs of Laurea students and staff, and innovative & fun layout solutions.
Inviting business reports
Striking magazine layouts
Playful infographics
Colorful brochures
Innovative layouts
Feedback
"As Art Director of our huge branding project, Petra took the artistic lead with confidence, courage and a rarely seen creative edge. She transformed our stale visual look into something almost magical, and her organizational skills when it came to handling all the moving parts of the project tasks made sure that everything progressed on schedule and in the most beneficial way.
Not only did she design our new brand cornerstones and a bunch of marketing materials (print and web), she also worked up creative briefs for the photographer and organized the photography sessions at each campus with precision and diligence. She worked personally with the models and the photographer on the spot to make sure everything was going smoothly.
Petra was also a very important part of our team when it came to communicating the new brand guidelines to our staff and the management. She prepared several presentations and always managed to inspire, convince, and create momentum in our big organization.
I cannot recommend her enough for any creative work or large project that requires not only an impeccable visual eye but also scrupulous organization and time management skills."
