Yeas for FHGR: umbrella brand campaign "My studies. My perspective."
The University of Applied Sciences of Graubünden (FHGR) is strengthening its position in the Swiss education market with a new umbrella brand campaign. It was developed by Yeas, a full-service agency based in Chur. The campaign emphasizes practical relevance and individuality and is aimed at students who are shaping their own path at FHGR.
The University of Applied Sciences Graubünden launched a new umbrella brand campaign at the end of November 2025. This was designed by the Chur-based full-service agency Yeas. The new campaign positions the UAS Grisons as a compact, practice-oriented and personal university of applied sciences and consistently focuses on the guiding principle "My studies. My perspective." The target group is prospective students in German-speaking Switzerland and Liechtenstein.
Guiding principle and implementation
The campaign tells the story from a first-person perspective and shows how studying at the UAS Grisons opens up technical, professional and personal prospects. It therefore focuses on the individual perspective of the students. Visually, it relies on a dynamic, unconventional visual language with unusual angles, authentic situations and natural light. The deliberate departure from classic university aesthetics makes the core message clearly tangible. This is complemented by an approachable, honest and inspiring tonality in the direct you.
Implementation via multiple channels
For the launch, the campaign will be played out on posters and digital billboards throughout Switzerland. Display formats and social media will also be used. The central message "My studies. My prospects." is reinforced by subclaims that emphasize practical relevance, personal development and future opportunities.
Clear position in the Swiss education market
With around 2,500 students, the UASGR is one of the smaller universities of applied sciences in Switzerland and competes with significantly larger education providers. With this campaign, the FHGR is strengthening its visibility, sharpening its profile and making its practice-oriented focus clearly recognizable. By focusing on the individual perspective of the students, the FHGR creates a strong identification and differentiates itself visibly - the perspective of the students becomes the perspective of the brand.
Responsible at Yeas: Shirin Luchsinger (project management, concept), Dominik Kurmann (art direction, design). More about the case: https://yeas.ch/work/fh-graubuenden/
