Hochschule Fresenius
— digital first educational architecture
At a glance
Brand Design, High-Performance Web, Video Production, Generative AI
Challenge
An organically grown, heterogeneous brand landscape in the education sector led to visual inconsistency, weak conversion funnels, and an enormously high technical maintenance and development overhead.
Our solution
Development of a modular design system and a high-performance web platform (from UI/UX to generative AI imagery) that can be flexibly and synergistically applied to additional sister brands.
The result
A consistently cohesive, cutting-edge brand presence that precisely converts target audiences while dramatically reducing development and content management costs for the client.
AI based brand imagery
For maximum emotional resonance, we developed an AI-driven imagery concept based on valid target audience data—not just for individual degree programs, but consistently across the entire web presence (from the homepage to event and appointment pages, to specialized audience hubs like "Parents' Guide"). At the heart are generated image pairs combining an authentic portrait with a relevant study or career context. Factors such as age distribution, gender balance, and lifestyle were precisely tailored to each context. The result: A scalable, progressively visual system across all pages and subpages that fosters identification, builds trust, and sustainably boosts conversion rates.
Brand-compliant UX and UI design
Building on the newly developed branding, we translated the brand identity into a state-of-the-art, scalable UX/UI system. The functional centerpiece is the newly conceived »Degree Finder«: it places the entire academic portfolio (Bachelor's, Master's, continuing education) prominently at the start of the user journey, enabling intuitive, structured navigation through complex educational structures. To maximize conversion rates in a competitive landscape, key areas were strategically optimized: dynamic modules concisely highlight competitive advantages and USPs, while cost structures and tuition fees are presented transparently and user-friendly.
More vibrancy and relevance through video content
To add even more depth to the digital brand presence, the photography concept is intentionally complemented by AI-generated video teasers. Motion elements in key areas drive maximum attention, increase dwell time, and create an approachable, modern study experience.
Social media content that works
To showcase the brand identity with maximum impact across digital channels, we consistently translated the branding into motion. For social media, we created modular, animated templates with motion design derived directly from the visual language of the corporate identity. Clear directional movement and smooth transitions intuitively guide the user's gaze—from attention-grabbing visuals to concrete information, actions, and interactions. The result is a vibrant, recognizable brand system that stands out in the feed and powerfully brings the brand promise to life in motion.
2 brands, 1 design system
To strategically harmonize the heterogeneous brand landscape, we developed a centralized, highly flexible modular system. This serves as the common technical foundation for both core brands—Hochschule Fresenius (Distance Learning) and Hochschule Fresenius (On Campus). All components, including the complex Degree Finder, draw from the same architecture and are visually adapted to the specific branding via respective brand codes. This synergy principle drastically shortened time-to-market and created a future-proof framework allowing additional sub-brands and use cases to be integrated seamlessly and cost-effectively at any time.
2 brands, side by side
The newly developed brand and modular system proves its flexibility in analog applications as well. Using the brochures for On Campus and Distance Learning as an example, it becomes clear how the interplay of visual alignment and target-audience-specific tone of voice is seamlessly transferred to print media. A strong brand identity—scalable across all touchpoints.
UI Kit + Brandbook for Hochschule Fresenius
For Hochschule Fresenius (On Campus), we consolidated all design rules into a clear brand book and UI kit. From tone of voice, color palette, and typography to AI imagery concepts, social media grids, and flexible design components, every element is clearly defined. The client benefit: In-house teams and partners can create new on-brand content quickly, flexibly, and completely independently. This saves valuable internal resources and ensures a permanently consistent brand image across all channels.
