Learn Lugano Case Study | Growth by Design

The brand was built in response to the city of Lugano’s commitment to the higher education institutions in its area. The aim is to create an online platform for students that will meet three main needs: to make all useful information available to current and prospective students in one place, to showcase the higher education institutions and enhance their communications, and to promote Lugano as an attractive study destination.

This new platform gives the student center stage, with opportunities from the academic world — such as skills building for the future and the international network — and those from the city of Lugano. The latter include social life, the multicultural aspect, leisure facilities, the study areas available, and the efficient services provided by Switzerland and Ticino.

What we did

We listened to the customer’s specific requirements and used our method to launch a full-scale creative process aimed at designing and developing a new brand and the entire brand system.

We then optimized this new visual identity to create a website built in WordPress and perfectly aligned with the mission and values of the fledgling brand.

We also trained and developed an advanced generative AI chatbot which, by scraping and then storing information from the websites of the University of Italian Switzerland (USI), the University of Applied Sciences and Arts of Southern Switzerland (SUPSI), and Franklin University, is now able to give elaborate answers to students’ questions and the website’s users in general.

The claim: Discover your nature

We came up with a claim that “speaks” directly to the student in a welcoming, positive way: Discover your nature.

“Discover your nature” was created by incorporating the two key elements that distinguish Lugano as a university destination:

the multifaceted academic world
the landscape and nature offered by the Lugano area

The claim we came up with can be interpreted in two ways: on the one hand, it encourages students to explore their true nature and fulfill their potential through education and the academic experience; on the other, it paints a picture of natural beauty, helping students connect with their surroundings on an emotional level.

This phrase captures the desire for personal growth and intellectual exploration, highlighting the link between personal development and the academic setting.

The two words in the name Learn Lugano invite students to discover the Lugano area with its myriad scenic spots, and to explore its academic character while nurturing their own talents and interests relating to their chosen course of studies.

Logo: where nature and learning come together

The logo’s hallmark features are closely linked to the two keystones of our value proposition:

The academic world is symbolized by the book, as a metaphor for the importance of education and knowledge.
The nature and landscape aspect is represented by the iconic Monte San Salvatore, the symbol of the city of Lugano.

These two elements were fused together and embellished with the outline of the lake and the mountains in the distance, giving rise to the Learn Lugano logo.

This combination creates visual harmony that reflects the academic pathway, a journey towards intellectual and personal growth in a setting where the naturally beautiful landscape significantly enhances students’ quality of life.

Last but not least, the brand's red hue represents Switzerland and the city of Lugano.

The new website: all the information in one place

In 2021 to 2022, the City of Lugano conducted a study in collaboration with Deloitte, enhanced by field projects involving students from the local universities. The analysis delved into the dynamics of the major university cities and included workshops and sessions with the rectors. This study brought to light a number of strategic reflections that laid the foundations for developing the Learn Lugano website.

Drawing on the information gathered in the abovementioned study, our team structured the entire website using WordPress.

Thirty forms were designed and created for use in series, to facilitate page creation. By alternating these forms, we were able to generate solutions to satisfy the customer’s every last need.

We also rolled out dynamic and filterable maps for a better user experience, and integrated an events calendar using API, with data pulled directly from the Lugano Events website, giving users instant and up-to-date access to activities taking place in the city.