Small but Significant Evolution of the MUNI Brand

With some brands, you work together for so long that the term love brand takes on a whole new meaning. The partnership between Media Age and Masaryk University (MUNI) is a perfect example. We approached the refresh of its student recruitment campaign with the utmost care, respect, and passion and it shows in the final result.

Client:Masarykova univerzita
Year:6/2024
Categories:
- Public sector

But first, a quick disclaimer. We need to start with a brief look back. Our partnership with MUNI began more than six years ago. At the time, the university had experienced a prolonged decline in student applications, so we proposed a new brand communication strategy built around challenges, emotions and determination. The #MUNIchallenge campaign proved highly successful and applications started to rise again. This year, however, it was time to bring a new energy into the campaign. And let's be honest – changing something that is still performing well is always a delicate task.

Services:

Market analysis
Brand strategy
Marketing strategy
Media Strategy
Brand development
Creative & campaign concepts
Photo production
Video production
Media buying & management

Apage rebrand!

When working with brands, we follow one important rule: whenever the word rebrand comes to mind, we take a step back and think twice. The same applied to Masaryk University. After five years of #MUNIchallenge, both we and the client sensed that the campaign was beginning to lose some of its freshness. Naturally, the idea of a rebrand started to emerge. However, research and applicant surveys clearly showed that the campaign's foundations remained strong. So instead of a rebrand, we opted for a refresh. We immersed ourselves in research on the much-discussed Generation Z and came up with a new direction. Rather than focusing on challenge and ambition, the communication would highlight authenticity, openness and the university community while giving an even greater voice to real students. That's how #FacesOfMUNI was born.

The Evolution of MUNI's Communication

The Positioning Stayed the Same

We didn't change MUNI's brand positioning at all. Masaryk University continues to be presented as a prestigious, modern institution. We simply added another important dimension – that it's also a welcoming university that genuinely values its students. This is perfectly captured by the new tagline: "You are the face of MUNI!"

From the Studio to Real Life

A subtle but carefully considered adjustment to the positioning led to major changes in the visual identity. To reinforce authenticity, we moved our student photoshoots from studio settings to real university locations. This allowed us to showcase exactly what prospective students care about most: modern facilities, inspiring spaces and places to relax and spend time with friends. Not only the university campus but also the city of Brno itself – an attractive destination for students – became a much more prominent part of the communication.

MUNI in Motion

With digital channels and social media at the heart of the campaign, we placed much greater emphasis on animated content. Alongside traditional static banners, prospective students are now targeted with GIFs and short-form videos, helping the campaign stand out in today's crowded online environment.

Spot That Hit the Spot

As with every recruitment campaign, the centrepiece is a one-minute hero film accompanied by a wide range of shorter video formats. The videos perhaps best illustrate the evolution of MUNI's brand communication. The serious, highly motivational tone has been replaced by energy, movement and a more relaxed atmosphere. The university now feels noticeably younger, fresher and more approachable.

Behind the Scenes

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From Students, for Students

What makes us happiest is the enthusiasm of the students and faculty ambassadors who helped bring the campaign to life. This time, they formed a truly close-knit community. They create engaging content for social media and actively participate in university events. As a result, prospective students meet the very same people at Open Days that they previously saw in the campaign. And the impact of that kind of authentic connection should never be underestimated.