AdexSup is a computer science higher-education project in Bourges, currently in development. I run its art direction and its marketing-communication, ahead of opening.
Building a brand with no students yet
This is the hardest exercise in art direction: there's no history, no campus photography, no testimonials. Everything rests on the promise — and a badly dressed promise won't convince anyone to hand over three years of their life to a school.
So the work is to:
- Fix the identity before it fixes itself, badly, in administrative documents and early announcements.
- Write the narrative: who the school speaks to, what it promises, and what it deliberately doesn't.
- Prepare the launch material: site, brochures, institutional dossiers, social presence.
- Hold the line between what marketing says and what the teaching will actually deliver. That's the only protection against a disappointed first cohort.
Delivered as a contractor through Auvexion.