Rethinking the brand of IU International University
IU International University
of Applied Sciences – Rebranding with gmk.
Digital learning. Flexible courses of study. Outstanding quality: These three principles made the IU International University of Applied Sciences into Germany's largest university. Whereas in 2019 the company combined growth of 490% with a brand awareness figure of 0.15%, today the university boasts over 100,000 students – more than any other university in Germany.
The secret to their success: A customer-centric transformation process that is both performance-driven and digitally driven. With a sound brand strategy as a foundation, this gave rise to a bold and distinctive brand profile that is as flexible as the courses of study offered by the IU International University of Applied Sciences. And this success story is continuing. The next goal: to become the European market leader.
From the strategy to implementation in 365 days.
“One brand for all in one year.” That was the goal when we began working with the IU International University of Applied Sciences in 2019, and we left nothing untouched in our efforts to achieve this end: five sub-brands combined to create a powerful branded house, and an interchangeable visual identity transformed into a bold and colourful corporate design that can be used flexibly. Communications that could best be described as a “bland mishmash” were turned into bold statements that really mattered. The foundation: a focused and adaptable guiding concept that is based on the core needs of each target group. And how did we find out? We conducted tests:
expert interviews
shoot-out tests
focus groups
test subjects
The new brand identity: confident, bold, flexible.
At IU, the people are the focus. That is why high-contrast images are the stage for strong and autonomous characters who are put into focus by the IU's central brand code: the neon frame. The IU's colour spectrum comprises six striking neon colours that are used boldly – such as to underscore major headlines. That is because the IU word is not only colourful – it is also confident. This is something that can be seen, and heard.
UX-optimised pages
A/B website tests
brochure varieties
factsheets
The new brand speaks for itself. And for us.
Recognition, awards, and numerous recommendations. The holistic, brand-driven transformation of IU is reflected not only in the awards that have been won or the facts and figures quantifying its success, but also – and most importantly – in the satisfaction of the people studying there. That is why we are especially proud of the way that we have worked with IU to make (brand) history and revolutionise the education market.
Facts & Figures
Measurable success.
increase in brand awareness
net promoter score
recommendation rate
students
AWARD-WINNING
The IU International University of Applied Sciences has won four awards for this comprehensive rebranding project:
- German Brand Award 2021 »Best of Best« for the IU International University of Applied Sciences in the category ‘Excellence in Brand Strategy and Creation – Brand Efficiency of the Year’
- German Brand Award 2021 »Gold« for the IU International University of Applied Sciences in the category ‘Excellent Brands – Education and Research’
- German Brand Award 2021 »Winner« for the IU International University of Applied Sciences in the category ‘Excellence in Brand Strategy and Creation – Brand Strategy’
- Marken-Award 2022 for the IU International University of Applied Sciences in the category ‘Brand Management’
Brand Guide Moritz on strategy
Moritz Piel is a consultant at gmk Markenberatung, where he assisted IU with its brand relaunch. He continues to advise the company today.
