Design: Complexity implemented strikingly
Human interactions, plenty of emotion, and not a single face in sight? That’s what the new image campaign—developed by Gestalten on behalf of the IAP Institute for Applied Psychology at ZHAW Zurich University of Applied Sciences—makes possible.
From further education, diagnostics to personal counseling, the IAP Institute for Applied Psychology offers a comprehensive range of services related to psychology. The diverse field of expertise ranges from professional career counseling, study counseling, career counseling, couples counseling and crisis counseling to leadership training or the accompaniment of change management processes in companies to in-service certificate, diploma and master's degree programs. Making this offer of the leading competence center for applied psychology known to the various target group segments and presenting psychology as an integral part of modern life was one of the primary tasks facing Gestalten's creative team.
An extraordinarily striking implementation was developed, which convinces with concise symbolism. Although the various poster subjects do not show a single face, each poster is able to create a deeply human and emotional encounter. Each subject succeeds in telling an appropriate story about the respective topic and in presenting it in a sympathetic and life-affirming manner. The posters are accompanied by video clips that pick up on the respective theme.
The media strategy is interesting, as the common denominator for the numerous and very different target groups is commuters in the greater Zurich area. Posters at highly frequented commuter locations, e-boards in train stations, and hanging posters in the VBZ reach business executives as well as young people and students who are interested in continuing their education.
The extensive campaign was photographed by Katharine Lütscher. The subjects can be seen in the greater Zurich area from mid-September.
