Situation

The existing merchandise of Anhalt University had minimal visibility and engagement. Many students and university members were unaware of the online store, and the merchandise itself—featuring a simple, repetitive logo—failed to resonate with the dynamic, diverse, and energetic student body.

Our challenge was to bridge this gap by redesigning the merchandise to not only capture attention but also authentically reflect the university’s vibrant community and identity.

Through extensive discussions, we recognized the need for a unifying core theme to serve as the foundation of our project. This theme would provide structure, direction, and coherence while allowing for creative diversity in the designs and illustrations that followed.

Process

Our theme for the redesigned merchandise is Isometry—a design approach that brings depth, connection, and expansion to two-dimensional visuals. Isometric views depict objects in a way that showcases multiple surfaces, creating a three-dimensional effect while maintaining a structured, graphic aesthetic.

This concept draws a strong parallel to Anhalt University itself. The isometric grid symbolizes the connections, opportunities, and growth that define our institution. At its core, the hexagon serves as both a singular unit—representing an individual idea or student—and a building block for expansive, collaborative structures, much like the university’s diverse and evolving community.

The illustrations follow the isometric grid, yet fluidly break its rigid structure through overlapping objects and shifting perspectives. This interplay reflects the essence of design and innovation—pushing boundaries while working within constraints. The characters within these illustrations, engaged in various activities, feature angular forms that give them a distinctive visual identity. Their varying scales invite viewers to explore the scene, discovering hidden details and dynamic interactions.

These characters symbolize the vibrant student body of Anhalt University—each with their own unique qualities, passions, and creative journeys. This led to the concept of  “Choose Your Player”, where different departments, groups, or communities within the university can be represented by customized combinations of characters. For example, the Department of Agriculture, Architecture, or even Anhalt’s sports teams can each have distinct representations.

When multiple groups come together, they can collectively represent one of Anhalt University’s three campuses, and on a broader scale, the entire university as a whole. This modular, interconnected system not only captures the spirit of Anhalt University but also transforms the merchandise into a dynamic and meaningful symbol of its thriving academic and creative community.

The Campaign

Our new merchandise concept for Anhalt University highlights the diversity and uniqueness of its community. At its core are the many „players“ who shape university life: thinkers, inventors, designers, tutors, lecturers, and more. Each merchandise product is tailored to a specific role and features the creative wordplay „I am A [e.g., Researcher].“ The „A“ from the university's logo symbolizes the connection between the three campuses in Bernburg, Köthen, and Dessau.

The concept is flexible and expandable, allowing for new players and products to continuously emerge. Together, all „players“ form the powerful message „We are A team.“ Welcoming phrases like „Welcome to the A team“ reinforce the sense of belonging and identification with the university. This concept playfully combines individuality, community, and identity, creating a brand that celebrates creativity and diversity.