Overview
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.
My responsibilities during the project
- Assisted in brand workshop, collecting insights and aligning stakeholders
- Developed visual identity in collaboration Creative Director
- Created brand guidelines and assets for consistent visuals and communication
UP University
🏔️ The challenge
- Brand alignment: Unified identity required across 11 institutions
- Core principles: Accurate representation of innovation, sustainability, and social responsibility
- Stakeholder engagement: Meaningful connection with students, faculty, and communities
💡 The solution
- Integrated system: Cohesive brand framework uniting all institutions
- Visual Identity: Logo, colour palette, typography, and iconography reflecting core values
- Audience inclusivity: Identity designed to resonate with diverse groups
Defining UP University’s identity
The UP University branding project began with an intensive brand and UX workshop in Krems, Austria, bringing together key stakeholders to collaboratively explore the university’s vision, core values, target audiences, and strategic goals. The insights gathered during the workshop were instrumental in shaping both the brand direction and the visual identity, ensuring it reflected the university’s mission and resonated with its diverse community.
Key takeaways from the workshop:
- Brand messaging & positioning: Defined tone, voice, and narrative to reflect innovation, sustainability, and social responsibility
- Target groups & user personas: Identified students, faculty, regional partners, and broader communities
- RACE communications strategy: Mapped campaigns, events, and content to guide target audiences from awareness to participation and ongoing engagement
- USPs & strengths: 4-Helix approach, joint programs, regional-to-European impact, sustainable and civic-focused
Shaping a modern identity
Building on insights from the intensive brand and UX workshop, the design process focused on creating a cohesive, modern, and inclusive visual identity that aligned with UP University’s values and strategic goals. Every element was crafted to resonate with diverse audiences, including students, faculty, and regional partners, while supporting the university’s mission to connect regional initiatives with a broader European impact.
Key steps in the design process:
- Ideation: Translated workshop findings into visual concepts reflecting UP University’s innovation, sustainability, and social responsibility
- Logo & symbol design: Created a flexible, recognizable logo system representing openness and interconnected voices across Europe
- Visual design: Applied typography, colour palette, iconography, and imagery to reflect the university’s tone, voice, and narrative
- Brand Guidelines & toolkit: Compiled comprehensive guidance for consistent application across all communications and touchpoints
- Internal review & validation: Test final designs and refine before development handoff
Impact
The UP University brand created a cohesive, modern identity that resonates across diverse audiences, emphasizing innovation, sustainability, and regional-to-European impact. It strengthened recognition and trust among students, faculty, and partners, while highlighting unique strengths like joint programs and the 4-Helix approach, positioning the university as a model for inclusive, forward-thinking higher education.