Bachelor Assignment

The Humanitarian Engineering research and education group at the University of Twente aimed to increase their impact through branding, positioning, and communication strategies. By conducting a literature study, interviews, competition marketing analysis, and situational analysis, the group's brand identity was created utilizing Kapferer's framework, positioning the group as personal and innovative. Key messages were curated expressing the group's mission, values, and audience. Social media, websites, publications, and physical spaces were chosen as communication channels, each targeting distinct audiences. Finally, through a process of ideation and evaluation, a consistent, flexible, coherent, and representative brand was created including a logo, colours, typography, photography style and other visual elements which present the group as professional, friendly, and innovative. To ensure seamless integration into the various communication channels, an implementation roadmap was also developed.