The Federal University of Public Administration (Hochschule des Bundes für öffentliche Verwaltung) was facing the challenge of repositioning its “Federal Public Administration” degree program to better reach and resonate with a younger target group. An outdated visual identity and stereotypical perceptions of federal careers made it difficult to communicate the true value and potential.

To meet this challenge, the focus was on reimagining the federal administration as a diverse and forward-looking career field, making it tangible for young talent.
At the core of the solution is a poster series featuring strong claims and a bold visual language that conveys a spirit of change and empowerment. A merchandise collection tailored to the target group strengthen the identity of the program and increase its visibility in public spaces. The campaign breaks with outdated clichés and communicates, working in the federal administration means actively shaping the future.

Team: Felix Darius & Paula Geisen