​UP University is a collaborative alliance of 11 higher education institutions strategically located in mid-sized, non-capital cities across Europe. Established in 2021, the consortium aimed to promote "Responsible Living for the Next Generations" by fostering education and empowerment in line with Sustainable Development Goals.
In 2022 UP University approached Matrix Internet to help create a fresh, refelective brand strategy that aligned with its mission of promoting sustainable living and responsible education.
The goal was to create a visual identity that reflected the university's values of innovation, sustainability and social responsibility, focusing on a modern brand presence that emphasised UP University’s commitment to regional development and the shaping of the future of higher education in Europe.
The branding process for UP University followed the Matrix Internet process of brand development. This is based on three core elements: Understanding, Strategy and Execution (USE). The initial engagement was a full in-person brand workshop in Krems, Austria. The participants were key influencers of the brand and eventual users. The engaging workshop provided our brand team with a wide spectrum of thoughts that led to developing a suite of potential brand solutions. These were presented to the client group which resulted in the selection of the current brand identity.
The selected direction was then refined into a comprehensive set of brand guidelines, including a versatile brand toolkit, ensuring consistency across all visual and communication platforms.
The result was a compelling brand identity that not onlydelivered the essence of UP University’s core values but also clearly communicated its mission and vision.
This identity is designed to resonate with students, faculties, and stakeholders alike, reflecting the university's commitment to innovation, sustainability and regional development. The brand identity strengthens UP University’s position as a forward-thinking institution dedicated to shaping the future of higher education in Europe.
UP University’s brand identity reflects their values and personality. The brand is now shaping the future of European higher education.
