The Six Pillars of Ghent University

Ghent University

branding print social digital

So humanly possible

De Zes

THE BRIEF

Make it human.

Ghent University is an icon in the city, and being a Ghent based advertising agency, we had hometown advantage. Ghent University knocked on SUPERMACHINE’s door to give the Six Pillars, the credo on which the university was built, a more human touch.

Originally, the values and mission culminated in a thick document describing the vision and objectives in clunky, academic language. SUPERMACHINE’s job was to make it available and understandable for a wider audience.

A style that fits the target groups, as well as the university

Approach

No-nonsense and powerful.

The texts in original form were long and written in academic jargon. The goal was to make it accessible to a broader public, but in a style that fit both the target audiences and university: no-nonsense and powerful.

Changing the copy alone wouldn’t be enough, so we had to create a visually attractive style that could be carried throughout the website, in print and other mediums.

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RESULTS

Recognizably creative.

Copy was kept in style of the well-known “Dare to Think” slogans. Coupled with the broad target group in mind, the texts were rewritten into an easier to grasp and firmly-shortened whole with some feeling and character.

“De Zes" was easy to remember and chosen for it’s logic. Texts and slogans were translated into a logo, complete with a scrollable website; each pillar received a distinct handmade visual.

Finally, SUPERMACHINE entered the photo studio with appropriate props and put the resulting visuals into a fresh print campaign.

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Credits

Creative Direction

  • Bas De Hooghe

Account Direction

  • Elke De Vilder

Creation

  • Stijn Hens
  • Steve Salens
  • Niel Van Herck

Partners