Goethe-Institut examinations set the global standard in German language proficiency testing. Located in the USA and around the world, the examination centers are accredited to conduct the Goethe-Institut’s own examinations. Most also offer language courses preparing candidates for the exam.
Goethe-Institut examinations are well known throughout the world and the associated certificates are accepted as a qualification by employers and further education institutions in many countries.
Alfalfa Studio was asked to create a print campaign to be applied to various marketing materials, such as folders, brochures and postcards to promote the Goethe-Institut examination centers. Additionally,
Functionally, the campaign needed to work effectively across multiple platforms.
The design process was guided by the client’s main takeaway: To present the centers in a professional yet modern, and forward thinking manner. With that in mind, the design team made a decision to explore these concepts via abstraction.
Keeping a close eye on the legacy of the Goethe-Institut’s brand, in our process, Alfalfa explored ideas such as higher education, waves, mountains, movement, opportunity, possibilities, and growth.
Guided by these criteria the chosen campaign shows a dynamic composition made up of universal design elements including form, texture, repetition, and rhythm.
Alfalfa delivered a design is composed of a series of waves made up of solid shapes and organic undulated lines in repetition. The visual is vivid, graphic, energetic, active, and positive. It allows us to utilize the rich color palette of the Goethe-Institut brand interchangeably.
Conceptually, the style emphasizes the forward movement that can be achieved with a German language certificate. At the end, Alfalfa presented a memorable and flexible design that works successfully across different formats.
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