Universidad de Monterrey is an educational institution located in San Pedro Garza García, Nuevo León, México that for 50 years has been recognized for its humanist education that provides every person that forms part of the institution the tools necessary to develop the best version of themselves and have a positive impact in their surroundings.
The insight for the concept development of this project focuses on the different skills a person can have: Hard skills are those that center on strengthening technical development and Soft skills are those that focus on emotional intelligence and interaction with other people.
For the new UDEM campaign we highlighted the human side of the University to create a sense of belonging and connection with the ”Generation Z" or "Centennials" through the idea that we are strong through our most sensitive side. From there we extracted our global concept: "soft is harder" from which the verbal and visual communication of the campaign unfold.
The verbal communication consists mainly on the creation of soft skills that UDEM offers to its students during their education in order to form honest and capable professionals. We concluded that, even though in the past companies searched for technical skills on professionals, today they seek interpersonal and emotional skills that add value to graduates.
We started off with the campaign call “Some things you don’t learn in university, but you do learn at UDEM”, our campaign slogan from which all the phrases were built to promote the educational offer. We also included the campaign signature "Inspiring your best version" used to close each message that is generated for any communication element.
The strategy for the campaign was divided into a first phase of teasers and a second phase where we introduced the campaign pieces.
In the teaser phase the phrase "Wanted _" was used accompanied by a soft skill and a blank custom letter corresponding to each educational area. Through these elements we were able to create a sense of doubt in the public and introduced the new demand presented by the job market.
In the second phase each doubt proposed in the teaser phase was resolved through the campaign messages, which were configured with the soft skills used in the first phase and accompanied by “it’s learned at UDEM”.
For visual communication a personalized alphabet was created based on the Work Sans typography, which was modified to create shapes that could serve as windows into the University. These windows represent the new openness of UDEM and allow people to visualize the DNA and teachings of each educational area.
We visualized this DNA by defining a new color system, based on the colors of the institutional identity manual and giving them a new twist through brighter and more intense tones, in addition to the selection of a main and secondary tone for each of the educational areas. The colored DNA was also shown in the photographs as a projection of light onto the students, which symbolizes the soft skills they learn at UDEM becoming a part of them.
This is how the campaign pieces were constructed with verbal and graphic communication and consist of the following elements: Letter as a window, photograph related to the educational program, name of the program, campaign phrase, website and campaign signature "UDEM, Inspiring your best version".
In the end, we didn’t only develop an advertising campaign, but a communication system in which all the divisions, careers, students, principles and values of the university coexist with striking and well-grounded graphic elements.
This campaign unfolds in print and digital advertising, internal communication of the areas as well as different events and products that are live in the University.
Acknowledgment
We thank Universidad de Monterrey for giving us the opportunity to participate in this great project. Thanks to all the creatives, teachers and collaborators who made this achievement possible.
Thanks to the support of all this great team of people involved, RESET worked on this graphic and conceptual proposal that encompasses the values and the new vision of the University.
STRATEGY, ART AND CREATIVE DIRECTION
Erika Múzquiz
Julián Iñiguez
RESET + UDEM
Nery Gracia (UDEM) / COMMUNICATION AND MARKETING DIRECTOR
Erika Múzquiz (RESET) / CREATIVE DIRECTOR
Julián Iñiguez (RESET) / ART DIRECTOR
Diana Woolrich (UDEM) / STRATEGY, CONSULTANCY AND ORGANIZATION
Gabriela Guajardo (UDEM) / PHOTOGRAPHY
Erika Múzquiz (RESET) / CREATIVE DIRECTOR
Julián Iñiguez (RESET) / ART DIRECTOR
Diana Woolrich (UDEM) / STRATEGY, CONSULTANCY AND ORGANIZATION
Gabriela Guajardo (UDEM) / PHOTOGRAPHY
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Paulina Alvarez (RESET) / DESIGN AND EDITION
Zilia Zentella (RESET) / DESIGN AND EDITION
Mario Campos (RESET) / MOTION GRAPHICS
Mariela Gómez (RESET) / PRODUCTION
Cesar Torres / COPYWRITER
Mónica Cantú (UDEM) / MARKETING MANAGER
Roberto Garza (UDEM) / MARKETING ASSISTANT
Synthia Cantú (UDEM) / MARKETING ASSISTANT
Jessica Rivera (UDEM) / MARKETING WEB MANAGER
Leo Medina (FILMS DISTRICT) / PHOTOGRAPHY
Saraí Cuello / GUEST PHOTOGRAPHER
Camila Ezkauriatza / GUEST PHOTOGRAPHER
Zilia Zentella (RESET) / DESIGN AND EDITION
Mario Campos (RESET) / MOTION GRAPHICS
Mariela Gómez (RESET) / PRODUCTION
Cesar Torres / COPYWRITER
Mónica Cantú (UDEM) / MARKETING MANAGER
Roberto Garza (UDEM) / MARKETING ASSISTANT
Synthia Cantú (UDEM) / MARKETING ASSISTANT
Jessica Rivera (UDEM) / MARKETING WEB MANAGER
Leo Medina (FILMS DISTRICT) / PHOTOGRAPHY
Saraí Cuello / GUEST PHOTOGRAPHER
Camila Ezkauriatza / GUEST PHOTOGRAPHER
VISION OF THE PROJECT
Nery Gracia (UDEM) / COMMUNICATION AND MARKETING DIRECTOR
Carlos García (UDEM) / VIAAD VICE RECTOR
Carlos García (UDEM) / VIAAD VICE RECTOR
INFO
hola@reset.mx
