JGU Mainz – Q+ Study Programme
Q+: The Plus That Changes Everything
Brand strategy and campaign development for JGU Mainz's interdisciplinary Q+ study programme
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How do you position a study programme that deliberately breaks with academic conventions? That was the challenge facing JGU Mainz with its interdisciplinary Q+ offering. We developed a distinctive visual identity that pairs a memorable symbol with playful wordplay – as versatile and adaptable as the programme itself: sometimes a source of inspiration, sometimes a networking hub, always a promise of more.
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The Challenge
Academic Innovation Needs Strong Communication
German universities are often dominated by rigid curricula and disciplinary boundaries. With its Q+ study programme, Johannes Gutenberg University Mainz wanted to take a different path: a flexible add-on offering for students from any department who want to think outside the box. But how do you communicate a programme that deliberately breaks with convention? How do you make 'interdisciplinary thinking' tangible? These questions stood at the start of our collaboration.
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Deliverables
What We Delivered
At the heart of our brand development for Q+ is an exceptionally adaptable visual symbol: a bold yellow circle cut through by a black diagonal – together forming an abstracted 'Q' with a superscript '+'. Complemented by minimalist line drawings and pointed wordplay such as «Pflicht+Kür» (roughly, 'required plus bonus'), this became a visual language that makes complex academic concepts accessible.
1
Brand Identity & Strategy
Development of a holistic brand concept (including naming) that reflects the values and goals of the Q+ programme and can be adapted across different communication channels.
2
Visual Identity
Design of a minimalist, flexible design system with the Q+ symbol as its defining element, complemented by clear typography and pared-back illustrations.
3
Communication Strategy
Development of audience-appropriate messaging with punchy coinages and a tone that combines academic seriousness with playful curiosity.
4
Campaign Development
Concept and execution of a poster series that visualises different aspects of the programme (networking, inspiration, expanding expertise) and is present at relevant touchpoints.
