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Recruiting and Student Marketing for Hejmint, Orientation Semester at Darmstadt University of Applied Sciences
hejMINT is Darmstadt University of Applied Sciences‘ (h_da) orientation programme for school graduates who are interested in mathematics, computer science, natural sciences and technology (’MINT' for short) but are still undecided. Interested pupils can get a taste of various MINT degree programmes and MINT apprenticeships to find out what suits them best.
To ensure that the orientation offer on the university website stands out from other programmes and catches the eye of those interested in MINT in particular, DIE NEUDENKER® were commissioned to develop a brand name and unconventional content for the landing page of the h_da website.
Together with the h_da project managers, DIE NEUDENKER® started with the kick-off workshop ‘Rethinking the brand’. During the workshop, it quickly became clear that a broad, multicultural and diverse target group should be attracted to the MINT orientation programme. In particular, women and schoolgirls should be inspired to study science programmes and careers.
We saw a major challenge in developing a brand name that not only appeals to the young, very heterogeneous target group, but is also available as a URL for a landing page - an important aspect for search engine optimization. The final decision was made in favor of hejMINT: the warm greeting "hej" combined with the acronym "MINT". The cheerful "exclamation" puts an end to the preconception that MINT is only for boys with a passion for technology. Nope: MINT is now for everyone!
As part of the content creation process, we not only created informative web content, but also ensured that the illustrations conveyed an emotional message. Eye-catching collages of photographs and black and white graphic elements serve as eye-catchers - a decisive factor in generating attention and interest. After all, successful content not only generates interest, but also promotes positive interactions such as a longer time spent on the website. We also took SEO aspects into account to ensure that the website can be found optimally online.
DIE NEUDENKER® defined a powerful brand voice for hejMINT: the brand name, an striking image and graphic style and the fresh, likeable SEO texts come together on the university website to create a special, individual brand identity. Branding that catches everyone's eye!
The new h_da corporate design has now been launched. And the eye-catching hejMINT collages have been replaced by a new visual world. What has remained is the brand name: hejMINT.
DIE NEUDENKER® Services
- Brand Workshop
- Brand Naming: hejMINT
- Web Content Concept
- Image Style Development
- Illustrations
- Text
- SEO - Search Engine Optimization
Unusual illustrations are an essential part of content creation
hejMINT - Study and career orientation for high school graduates in the professional field
mathematics, natural sciences, computer science and technology
