Rediscovering Guarda's Inner Potential

CLIENT OVERVIEW

For four decades, Politécnico da Guarda has been a bastion of academic excellence, featuring four schools, 41 Short Cycle Courses, 25 Bachelor's Degrees, and 10 Master's Degrees. With campuses spanning the region, this institution is deeply ingrained in local development.

Beyond education, Politécnico da Guarda is a hub of regional innovation, seamlessly blending discoveries with the culture and resources of the area. Uncovering hidden treasures, the institution serves as a vital catalyst for regional growth.

Amidst its academic offerings, Politécnico da Guarda houses 11 Research Laboratories, fostering an environment of exploration. With over 2500 students, it stands not just as an educational institution but as a dynamic force propelling the region's potential.

challenge

Grappling with a considerable geographical distance from vibrant coastal cities, the institution faced the dual challenge of not only attracting students but also actively contributing to the economic and social development of its region.

The question loomed: How can the Institute not merely adapt but thrive in this transforming educational terrain while remaining deeply rooted in the local fabric?

↳ Conducted a thorough research phase, engaging with key stakeholders and scrutinizing the higher education sector.
↳ Identified two primary competitive advantages: the region's natural richness and the practical nature of the courses offered at Instituto Politécnico da Guarda.
↳ Crafted a new positioning and narrative—“o potencial do nosso interior” (the potential of our interior).
↳ Leveraged the dual meaning of the Portuguese word "interior," referring both to one's inner potential and the non-coastal regions of Portugal.
↳ Developed a distinctive logo system by separating the three words in the brand’s name, ensuring each received the attention it deserved.
↳ Drew inspiration from the changing seasons and the landscape to create a dynamic chromatic palette and a photographic style, defining the brand’s ecosystem.
↳ Segmented Egas Moniz's communication needs to create a versatile ecosystem, allowing tailored messaging for diverse target audiences.”
↳ Developed a dynamic chromatic palette and a photographic style inspired by the changing seasons, creating a visually rich and adaptable universe.

↳ Aligned each season—Spring, Summer, Autumn, and Winter—with specific communication target, ensuring a nuanced and seasonally relevant communication strategy.

↳ This strategic approach allowed for a diverse and adaptable communication behavior, capturing the essence of Guarda’s inner potential and reinforcing the institution's commitment to continuous growth and transformation.
↳ The new brand positioning, "O Potencial do Nosso Interior," successfully encapsulated both the inner potential of individuals and the unique qualities of the non-coastal regions of Portugal.
↳ The distinctive logo system provided a visual representation of the brand’s focus on each element—Guarda, Polytechnic, and Institute.
↳ The seasonal communication targets resulted in a visually rich and colorful universe, adapting poetically to different communication contexts.

Huse Innovation's collaboration with Instituto Politécnico da Guarda exemplifies our commitment to unearthing and celebrating the distinctive qualities of educational institutions and the regions they serve.

Conclusion

By strategically aligning the institution's strengths with the concept of "o potencial do nosso interior," we have not only revitalized the brand but also created a dynamic and adaptable communication ecosystem that reflects the richness of Guarda's inner potential. This case study underscores our dedication to crafting unique and impactful branding solutions that resonate with the essence of our clients and their communities.