Avans University of Applied Sciences

Positioning technology as a conscious choice for the future

Technical programmes have strong content to offer, yet young people often perceive them as too practical, difficult, or lacking a personal dimension. With the Academy for Technology and Innovation (ATIx), Avans University of Applied Sciences wanted to claim a clear and distinctive position. Not by communicating louder, but by developing a story in which young people recognise themselves.

Together with gr8 agency, we developed a strong positioning for our ATIx academy and its programmes. The storylines that emerged now form the foundation of our long-term external communication. We’re very pleased with both the result and the strategic collaboration.

Femke van Seeters, Strategic Advisor ATIx, Avans University of Applied Sciences

The behavioural question

What needed to change?

Young people should not only be familiar with technology, but see it as a conscious choice for their own future.

Our approach

We started with the person behind the target audience. In conversations with young people, we explored how they view study choices, technology, and their future. We discovered that young people do not think in terms of programmes, but in terms of identity, meaning, and perspective.

From this insight, we developed the positioning concept You x Tomorrow. A concept that places the student at the centre and positions technology as a way to shape both the world of tomorrow and their own future.

This concept became the foundation for all communication. Positioning was no longer an abstract idea, but something visible, tangible, and applicable.

We translated You x Tomorrow into:

a clear brand story for the academy
distinctive narratives for each programme
a consistent tone of voice and visual language
multiple films that immerse young people in what studying at ATIx means

What this set in motion

ATIx gained a recognisable and future-oriented position, connecting technology to personal development and societal relevance. Young people recognised themselves in the story and developed a clearer understanding of what technology could mean for them.