VIA University College wanted to get closer to students with the new study portal ’MitVIA.’ We initiated the work on the study portal’s visual identity and tone of voice by facilitating workshops where students could have their say and help define how ’MitVIA’ should look and sound. The process involved analysis and strategy, resulting in a logo, navigation structure, tone of voice, and specific writing guidelines for VIA University College’s own editors to work with.
THE TASK
Revitalizing and concretizing the concept
Through research and ongoing dialogue with students and communication managers, Peytz could build on VIA University College’s strategic foundation ’Making sense’ and let the new study portal find its position.
In the initial analysis phases, it became clear that there was a need to revitalize the communication platform if the tone and visual expression were to get closer to the students. New thoughts and angles were needed, involving students in the process.
Several students participated in a workshop with Miro boards, post-its, and practical experiments, resulting in a clear direction for the desires, requirements, and needs that students had for their new study portal.
SOLUTION
Communication finds its position
With the new study portal ’MitVIA,’ students get a new place to meet and find information. The design is updated to make the experience more lively, present, and social. The aim of developing the visual expression is to create greater engagement and make it easy for users to navigate.
Just as an updated design guide would define how VIA looks on the new study portal, there was also a need for further development of VIA University College’s tone of voice to specify how VIA sounds on ’MitVIA.’ There was subsequently a need for a session with the many different editors so that they could internalize the updated tone of voice. Peytz went through the new principles, writing guidelines, and facilitated a series of concrete exercises with the editors.
RESULT
The word is yours
Editors must write to students in a way they can relate to, striking a balance between sounding professional and being close to the target audience. All the writing guidelines presented at the editors’ workshop will always depend on interpretation. That’s how it is with words. But by creating a space where editors could work closely on how to communicate on ’MitVIA,’ it will undoubtedly impart a more consistent tone that students encounter on the new study portal. The editors, as a group, have received templates and guides to renew communication—and they have put them into practice.
Color to the rescue
To fulfill the desire to make the visual identity more lively and at the same time make it simple for students to navigate, colors are used to create recognizability and identify a theme. VIA University College also has a large collection of unique icons, which came to life with small animations welcoming the user to a new section in the study portal.
A disruptive logo
The work on the logo for ’MitVIA’ took inspiration from a disruption concept, something artist Banksy has become synonymous with. He adds his own element or comment to an existing object, creating a new meaning and context. This principle underlies the design of the ’MitVIA’ logo, disrupting VIA University College as an institution—and creating the students’ own space.
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💼 The client
✏ VIA University College
🙋🏼♂️ Agency info
✏ This project was done at Peytz – part of iO
