Ministry of Education, Romania
When the Ministry of Education approached our team, they faced a complex challenge. They required a campaign that is able to speak with all the people impacted by the new changes.
Our approach to this project was rooted in transparency, optimism and humanity and stands at the intersection of a catalyst of change and a catalyst of conversation.
We began by defining the Ministry’s personality: emphatic, authentic, transparent, inclusive, proactive, translators, storytellers. We then divided the target audience into 4 groups: teachers, students, parents and other public leaders, each with their own needs and communication style.
The centerpiece of our campaign was a recognizable and welcoming logo. The color palette incorporated a calm, emphatic cyan, and optimistic yellow coupled with a trustworthy navy. We used Inter Tight as the primary typeface for its natural and clean, yet imposing forms.
We developed a comprehensive visual language using approachable illustrations, extending the identity to campaign materials, advertising materials, and digital platforms.
The rebranding of the Ministry of Education in Romania has achieved remarkable results, increasing the Ministry’s reach by over 200%.