Making of

The task is set and understood: promote Universities in Baden-Württemberg, showing what distinguishes them and what they can do. And not just any Universities, but the Universities of Apllied Science in Baden-Württemberg.

The first question was: What can one expect of a University of Applied Science? The answer came quickly – all but Justin Theory!

Colour, typography, design alternatives...

... grids, paper, deadlines – all routine, but the team enjoys it. The team? That's us in the Institute of Advertising and Market Communication at the University of Media (IWM), responsible for the print media and pictures, and the Steinbeis Centre for Company Development at the University Pforzheim (SZUE), who designed and edited the web site.

Something important was missing though! Justin, the key visual, our central figure in the campaign!

After the casting advertisement had appeared at all the Universities in Baden-Württemberg an expert Jury had its hands full to interview and evaluate 240 applicants.

Where's Justin?

Justin, is that you?

Where's he hiding? Did you recognize him “out of uniform”?

There's no doubt, the young man looks just as we had imagined him.

A large part of the job consisted of filming short clips of the students in the cast. You can see the results on Justin's YouTube channel.

The camera team at work.

Last but not least – the web site, where not only Justin, but University profiles, course offerings, news, general information, videos, press releases, and much more can be found in one place.

A project like this takes careful planning. The graphic designer produced many ideas on her computer, and this one is almost like the final design.

Because we all come from a University of Applied Science too we can say one thing: We all enjoyed the work and it was "All but Justin Theory!"