Client
Bar Ilan University
Industry
Education
Skills
brand_strategy | visual_identity | copywriting | website_design | UX/UI
Unfolding the Process
This is a story about how things are not always as they seem. Our process with Bar Ilan university took place for almost two years. It was an onion project: when we started out, we couldn't possibly imagine how many layers we will unfold.
Knowledge for the Why Generation
Underneath the layers, we discovered people who are not your everyday academics. Universities worldwide are normally measured - and highly praised - for their ability to produce knowledge. Universities help us become excellent at what we do - whether we're engineers or literary scholars - but they often fail to encourage us to ask why we do it. Today's generation of students no longer accepts that, and we can already see how universities such as MIT and LSE are making changes to adapt to this new era.
Real World Impact
Bar Ilan is different. It has always been different. While the ideal graduate of an Ivy League university is a Nobel prize winner, the ideal Bar Ilan graduate is someonw who will light a torch in the Israeli Independence Day. In other words: it's an establishment that puts real-world impact before academic impact. It's a university that praises knowledge, but it is fueled by the notion of creating a better world. This is not an abstract idea: it is about helping to create a better Israeli society day by day.
Let the Ripples Shine
But while Bar Ilan was founded on this profound concept of impacting society for the better, it has also been widely misunderstood. Once we were able to crystalize this problem, our goal with this branding process was not to push Bar Ilan to transform - but to help them be seen as they truly are.
