Minerva University

Minerva didn’t want another “education brand.” They wanted a university brand built for people who don’t follow the script.

Group of Minerva University students "breaking bread" together.

We had to showcase who their phenomenal students and faculty are: adventurous, intellectual, caring, and authentically diverse.

Visual Identity
Voice + Tone
Brand Architecture
Advertising campaigns
Social Media Strategy
Photography
Sound + Music Design
Voice + Tone
CopyWriting
Experiential Events
videography
Pitch Strategy
Docuseries Production
Website
Motion Design
Internal Brand Identity
Print Design
The Brief

Traditional universities look familiar. Predictable. Safe.

Minerva is the opposite:

  • No lectures, no classrooms

  • Active learning across the globe 

THE Challenge

Their 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.

Animation of the Minerva University color palette. 
Our Approach

Their community is what sets them apart. We put a spotlight on that community and let it shine.

  • 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 offered a preview of the Minerva experience

Nothing traditional or generic. Only a representation of their students' lives.

Animation of a Minerva University social media carousel post developed for a Year in Review, with accomplishments like voted "Number 1 Most Innovative University two years in a row"
Printed one page document used for Outreach for Minerva University with high-level information about what a student can expect and gain by attending Minerva University.
Two standing informational advertisements for Minerva University "Oxygen" with cloud and sky designs, positioned in front of a red wall with a textured surface, on a cobblestone ground.
Two Minerva University students exploring outdoors in Berlin near a street with a yellow train passing on an elevated track in the background.
A circular diagram titled 'Fall Spring' with different categories represented in red, orange, and yellow sections. The categories include Civic Responsibility, Interpersonal Engagement, Intercultural Competency, Professional Development, and Self-Management and Wellness. The diagram outlines various activities such as civic challenges, community meeting, symposium, city experience, and ongoing projects.
Group of five diverse Minerva University students sitting around a table, engaging in conversation at a tea and coffee shop, with a laptop, teapots and small cups on the table.
Minerva University student during online classes, wearing a Minerva sweatshirt, red bandana, and black headphones working on a laptop at a wooden table.
Four Minerva University students standing on a sidewalk next to a black metal rail, with a yellow brick building in the background. The group is engaged in conversation and looking at each other, with fall trees and lampposts behind them in Berlin.
A Minerva University Graduate student with earbuds working on a laptop during a Forum call, seated at a white desk with books, pens, a cup, and a research book titled 'Research Design' in front of a window with a red frame.
Interior pages of Minerva University book called "The First Edition" designed for undergraduate graduating class of 2019 with a collection of photos and messages in grid layout and modern design aesthetic.
Cover of Minerva University book called "First Edition" developed for the graduating class of 2019 with a collection of photographs and messages throughout their journey.
Close-up of a printed page with black text, featuring a large orange quotation overlapping the text inside of the Minerva University book called "First Edition" developed for the graduating class of 2019.
Close-up of a printed page with text, designed at an angle, displayed on a wooden surface inside of the Minerva University book called "First Edition" developed for the graduating class of 2019.
Interior pages of Minerva University book called "The First Edition" designed for undergraduate graduating class of 2019 with a collection of photos and messages in grid layout and modern design aesthetic. 
The Result

We 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.

Minerva University student working on a laptop at a wooden table in a coffee shop, with a water bottle, a cookie, and a jar on the table. The image is viewed through a glass window, capturing reflections on the glass.
Reflect To Grow
Active Learning
Global Immersion
Portrait of Minerva University staff with long dark hair wearing a beige sweater, sitting with her arms crossed, looking confidently at the camera against a black background.
A Minerva University student with short black hair and glasses wearing a gray Minerva sweatshirt, sitting at a desk working on a laptop, with various objects including a water bottle, books, and a notepad, and wearing headphones in front of a window.
Minerva University student with dark hair and glasses wearing a blue patterned shirt and silver watch sitting at a cafe table, talking with another student with window reflections because it was photographed from outside.
Two Minerva University students crossing a street in Berlin, with a group of students behind them, a bike, cars, traffic lights, and a bridge overhead.
Two Minerva university students smiling and talking to each other on steps outside a large building with columns, while other students stand and chat in the background.
A Minerva University student with curly hair, glasses, and a colorful jacket is sitting at a table in a coffee shop, using a laptop. There are coffee and pastries on the table, and blurred figures are in the background.
Two Minerva University Graduate students sitting on a beige couch using a laptop together, smiling and looking at the screen during Forum class.
Two Minerva University students are sitting at a dining table, engaged in conversation. Student on left has dark hair, wearing a dark blazer and gray turtleneck. The student on the right has long red braids, smiling and resting her chin on her hand.

“We now have a presence that finally matches what Minerva 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

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