2025
The Federal University of Public Administration (Hochschule des Bundes für öffentliche Verwaltung) was facing the challenge of repositioning its “Federal Public Administration” degree program to better reach and resonate with a younger target group. An outdated visual identity, limited public presence, and stereotypical perceptions of federal careers made it difficult to communicate the program’s true value and potential.
To meet this challenge, the degree program was positioned in a clear, confident, and appealing way. The focus was on reimagining the federal administration as a diverse, responsible, and forward-looking career field, making it tangible for young talent.
At the core of the solution is a modern poster series featuring strong claims and a bold, emotional visual language that conveys a spirit of change and empowerment. A striking logo and a merchandise collection tailored to the target group strengthen the identity of the program and increase its visibility in public spaces. The campaign breaks with outdated clichés and communicates one clear message: working in the federal administration means having influence, taking responsibility, and actively shaping the future.
Team: Felix Darius, Paula Geisen
