To launch the new HBKU brand, we were tasked with creating awareness on social media. This was an important milestone in the university's history, so we needed something with real cut-through to celebrate it.


People are inherently curious, especially about new things. We knew we could harness this innate sense of curiosity to draw attention to our new brand online. We created an engaging teaser campaign for the new logo by focusing on the four letters contained within it. Each day we animated one of these letters, linking it to one of our pillars. After four days of build-up, a tangible buzz was created online, crescendoing in our final reveal of the logo and an infographical video about HBKU that has since been used in all of their orientation sessions.