This was the final group project in the course Marketing Communication. Our client was the Jönköping University (JU) Communications Team, and the product we were working with was the JU brand itself. The goal was to create an integrated marketing communication campaign aimed at prospective Swedish students, with a strong focus on rebranding and improving how JU presents itself publicly as JU actually has a lot to offer, but its current brand image doesn’t fully reflect that or fully make use of it.
I was primarily responsible for Marketing Communication and Creative Execution. This included evaluating JU’s current website, proposing layout improvements, and developing ideas for more effective social media and video content.
✦ Click on the images to see them in a clearer view
Assessment of JU’s website revealed broken links, outdated design, and cluttered navigation. These issues reduce usability and increase stress, according to research, which can deter prospective students under decision-making pressure from applying.
To address this, I proposed a refreshed layout emphasizing clarity, modern design language, and prioritized navigation. The redesign aimed to:
✦ Improve trust and perceived credibility
✦ Reduce cognitive load through cleaner page hierarchy
✦ Highlight key programs with short-form video explainers
Current
Proposed overhaul
TikTok and YouTube were evaluated as major platforms for strengthening JU’s communication with prospective students. While JU’s TikTok content often gains high engagement through trends and humor, some posts risk undermining the university’s image. Areas of improvement recommended were balancing authenticity and brand professionalism to strengthen credibility and engagement across social media platforms.
Below are two examples:
✦ An example that maintains the right tone while using trends, boosting both visibility and perceived trustworthiness
✦ Another that lacked the balance and negatively impacted brand image
YouTube was identified as an underused platform by JU but researched show is an extremely effective one in destination marketing. Current content is limited and lacks representation of any student life, however, JU has a lot to offer and showcase both academically and socially. A long-form video series concept was proposed, focusing on daily routines, campus atmosphere, and student experiences to improve relatability and information flow to ease potential concerns.
The series would:
✦ Boost relatability and emotional connection
✦ Act as a passive FAQ for incoming students
Overall, the group project offered valuable insight into the challenges and opportunities of university branding and communication. By combining research with creative problem-solving, our group developed practical solutions to improve JU’s online presence and engagement with prospective students. The experience reinforced the importance of balancing authenticity with professionalism in marketing communication.
