Minerva University
Minerva didn’t want another “education brand.” They wanted a university brand built for people who don’t follow the script.
They came to us to tell their story and showcase who their students actually are: adventurous, intellectual, and diverse.
Visual Identity
Brand Architecture
Verbal Identity
Employer BrandThe BriefTraditional universities look familiar. Predictable. Safe.
Minerva is the opposite:
No lectures, no classrooms
Active learning across the globe
THE ChallengeTheir offerings were unclear. They were stuck using metaphors and too many words, without actually saying anything. Students couldn’t picture themselves as a part of Minerva because authentic experiences were missing.
Our ApproachWe didn’t rebrand Minerva, we brought it to life.
Immersed ourselves in their culture by interviewing students, professors, and staff
Built an identity rooted in curiosity, story-telling, and unique perspectives from all over the world
Created campaigns, docuseries, and events that weren’t just seen, they were felt
Nothing traditional or generic. A university that feels like the life experience it represents.
The TransformationWe provided a lens into the lives of students and professors and the incredible humans they are.
Nearly 3× more website traffic in just four months after launch
Boosted email opens by 12% and event attendance by 300% through simplified visuals, sharp and clear messaging, and focused user testing
Built a social strategy that increased posting 400% and grew followers by 20% across all major platforms
Drove an 80% increase in applications in one year by strengthening awareness and engagement at every step
Launched a three-phase ad campaign that reached 10+ million people and lifted applications by 50%
Created and updated 150+ tools and resources so teams across the university could represent the brand clearly and consistently
This was a revolution in perception. Minerva isn’t just a school you attend, it's a life you choose.
“We now have a presence that finally matches what Minerva University actually is. Students are able to picture themselves here and want to learn more. This process brought everyone together and gave everyone a voice to discuss their own perspective: faculty, staff, leadership, and students. The results speak for themselves!”
— Minerva University Leadership
