Love-brand building
HAW Hamburg
The brief
Hands-on, like the university itself.
A vivid OOH, digital, and social campaign that builds on HAW Hamburg’s core promise and connects with young people exploring their next steps in learning and life.
Full force hands-on
Our “hands-on” platform captures the HAW Hamburg spirit at its core — presenting a forward-thinking university where practice meets purpose and students don’t just study, they create real impact from day one.
We didn’t just say ‘hands-on’ – we lived it. By painting our own typeface, we gave the campaign a logo-like signature, hand-made and present in every piece and channel.
We started with the moments in young people’s lives. Some don’t yet know what to study exactly — they just know they want to be in Hamburg, do something practical, change society, or start earning fast. Our “Hands-on” motifs speak to these situations, making HAW Hamburg the place to shape their future, whatever path they choose.
Every campaign motif led to a tailored landing page. Each one curated and redesigned existing HAW Hamburg content to match the theme – creating a seamless experience that felt integrated and drew users deeper into the HAW Hamburg universe.
Our way of degree marketing: not just about degrees.
Lisa’s signature style: worlds filled with optimism and empowerment.
HAW Hamburg alumna and visual artist Lisa Tegtmeier turned her vibrant illustration style into the face of the “hands-on” campaign — giving the university a look that feels homegrown and unmistakably creative.
HAW Hamburg’s “Because you can make a difference” — proven.
Hands-on social
Together with HAW Hamburg students, we created interactive Instagram formats — from reels to a launch giveaway tested with 400 new starters.
We didn’t just guide the process: our team personally stepped in to co-create and even appear in select formats. These touchpoints turned the campaign into a shareable experience, boosting reach and real engagement.
Further projects
Project Overview
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