Pink refreshes the 120-year-old Minerva

Because the Minerva private school's target group is always young, the brand needs a refresh from time to time. To mark its 120th anniversary, the Zurich agency Rosarot developed a communication strategy and launched a campaign to show young people, parents and professionals new prospects for the future.

The refreshed brand for Minerva's 120th anniversary is intended to represent the innovative approach and youthfulness of the educational institution and thus appeal specifically to today's audience.


To this end, Rosarot developed a modernization of the Minerva brand following an in-depth market and brand analysis. The three main colors, which stand for the three different educational path categories, as well as the typical black and white imagery should continue to ensure recognition. A modern, authentic image and video world is in the process of being created and is constantly being expanded. A new anniversary logo was also developed that incorporates the three main colors as well as formal design elements that partially repeat the "M" of the logo. The previous script font has been replaced with contemporary fonts.

Communication strategy for a wide range of needs

As part of the corporate refresh, a new campaign was also created to make the fresh image even more relevant with an anniversary claim and various messages for target groups as diverse as young people, their parents and people in training.

The fact that the target groups are at very different points in their careers and therefore have very different motivators for education and training made developing the campaign strategy challenging. Rosarot identified the consumer insights and orchestrated the mix of measures in such a way that the target groups came into contact with the right offers via various channels. A social media campaign on Meta and TikTok, SEA and OOH measures were implemented around the school's eight locations throughout Switzerland.

Responsible at Minerva: Christina Bürgin (Company Manager), Martina Merotto (Marketing Manager). Responsible at Rosarot: René Karrer, Michael Schmidt (Creative Direction), Laura Weinhofer (Art Direction), Carmen Stähelin (Text, Concept), Evelyne Stöckli (Consulting), Timon Klauser, Sarina Russi (Content Creation), Fabio Montefiori, Noël Mühlberg (DTP), Antonia Lattarulo (Social Media), Moreno Carroccia, Mauro Zoffoli (SEA).

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