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
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.

Our Approach

We 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 offered a preview of the Minerva experience

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

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.

“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

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