Facultatea de Filosofie
University of Bucharest
Strategy and positioning work for the Faculty of Philosophy of the University of Bucharest across the 2025–2026 cycle, which closed as the faculty's strongest admissions year since 1989.
The outcome
Across the 2025–2026 admissions cycle, the Faculty of Philosophy of the University of Bucharest recorded its strongest applications and admissions at bachelor’s and master’s level since 1989.
Why it matters
Institutions compete for attention with the same instruments as brands, and the competition is decided by meaning rather than by volume. Philosophy is not an easy offer to make visible: its value is real but slow, and the defaults of institutional communication flatten it into generic study marketing.
This project is the studio’s thesis applied outside the commercial category — a genuine intellectual offer, articulated so that the people looking for it could recognise it.
The method
The engagement began with segmentation: establishing who the faculty was speaking to, and which culturally relevant phenomena carried meaning for each audience group. For every group, the work then defined the context, format, style, language, and taste in which the message should be executed.
Each group received content produced for it — ranging from serious, intellectually stimulating films and relevant testimonials down to memes and short-form video in the registers those groups already inhabit. The volume of content was also governed by the segmentation: each group received the amount of work its attention actually required.
The result is that every audience met the message it was interested in, while a single, consistent brand messaging and brand personality ran through all of the faculty’s communications.
A selection of the campaign’s published artifacts follows below.