CHALLENGE
Turn the tide in a shrinking market

Dutch student numbers are dropping, and Fontys is losing ground even faster than the rest. Even in the Netherlands’ fastest-growing region, young talent flocks to Avans and HAN instead. So, how do we flip the script? How do we build an image that speaks to students, parents and employees? How do we spark the kind of positive awareness that wins hearts and minds, from first look to final enrolment?

INSIGHT
New beginnings can feel heavy, making it easy to forget how fun and exciting they are.

Whether it’s graduating from secondary school and choosing your study, applying for a job, starting your first internship, or teaming up with students. First times are exciting, but they’re also overwhelming. Sometimes so overwhelming, you tend to forget to be excited about them.

APPROACH
Showing how exciting it is to take the next step. Inside and outside of Fontys

To do that, we focused on the tense moments each target group faces. For prospective students, it’s writing their first communication plan for a client. For new employees, it might be stepping into education without knowing what to expect. And for professionals, it’s the pressure of collaborating with students for the first time. With “Fontys, kei leuk”, we redefined those moments by shifting the spotlight from tension to excitement. Showing the fun side of every next step.

SOLUTION
Fontys, kei leuk

Within the concept “Kei leuk,” we created a smart copy construct and bold, contemporary visuals to break away from the traditional look and feel of educational photography and communication.