DTU has a broad portfolio of programmes across institutes, departments and campuses. But communication was fragmented, the tone of voice varied, and it was hard to create a clear, recognisable story across the board. DTU therefore needed more than a tagline. It needed a communication platform that could unite the organisation and create recognition across programmes, target groups and channels.
One unifying concept line across DTU's programmes and target groups
A strategic and creative platform rooted in DTU's DNA and academic position
A recognisable visual universe with a custom-developed graphic overlay
A concept ready for versioning, which can be adapted to different campaigns and formats
Integrated campaign execution across film, OOH, social media, print and events
+45% physical attendees at Open House at Campus Lyngby compared with the year before
The challenge
How do you create one communication story that can both unite DTU's many programmes and engage very different target groups? DTU had no overarching communication voice to tie the institution's many programmes and target groups together. Messages were fragmented, and there was no clear story to create recognition and impact in a competitive education market.
The solution
Based on a strategic analysis, we developed Let's Find Out, a concept that takes curiosity as the driving force behind learning, science and development. The concept works as a story, a visual identity and a communication platform. A custom-developed graphic overlay creates a recognisable visual expression, while the concept's flexible structure makes it possible to version the communication across programmes, campaigns, target groups and formats.
DTU x Peytz: A shared story of curiosity
DTU is one of Denmark's leading universities in technology and natural science. It has a broad portfolio of programmes at bachelor's, master's and continuing education level. The task was to find a story that could embrace this complexity without making the communication generic. It had to be true to DTU's academic DNA and relevant to the people the university wants to attract. We started from something fundamentally human: curiosity and the desire to find out how the world fits together. The result was Let's Find Out, a platform that gives every institute, programme type and centre a shared communication starting point, while still letting them tell their own stories. The concept was developed and executed in close collaboration between DTU, iO as the creative agency and Calibrate – part of iO as the media agency.
How do you unite an organisation with many programmes under one story?
DTU has a complex education portfolio with different institutes, programme types, campuses and target groups. The challenge was therefore not just to find a good slogan. It was about creating a story that could work as a shared foundation for all of DTU's communication, without blurring the differences between individual programmes. We started from DTU's DNA and found the shared human starting point: questions. It is through questions that we learn. We investigate, experiment and challenge what we think we know. And that curiosity is a central part of DTU's identity. Let's Find Out therefore became more than a tagline. It became a communication platform that can bring DTU's different programmes together under one shared story about being curious, inquisitive and ready to discover something new.
How do you turn curiosity into a recognisable brand universe?
A strong concept line has to be recognisable even when the message changes. We therefore developed a special graphic overlay for Let's Find Out. Staggered sentences, graphic structuring and a distinctive visual language make it possible to create variation without losing the common thread. The visual universe works across formats and surfaces. It makes DTU's communication easy to identify, whether the recipient meets it on a screen, in the street or at an event. The concept is also built to be versioned. This means that different programmes and campaigns can communicate with their own messages while still clearly being part of the same story.
How do you create a campaign that works across the whole media landscape?
Let's Find Out was developed from the start as an integrated campaign concept. We produced material for the full range of touchpoints: film and concept film, out-of-home on Strøget and motorway screens, DOOH in fitness centres, social media assets across platforms, print and merchandise, event materials and the study catalogue. This means the same strategic story can be experienced across channels, while format and message are adapted to the specific situation.
What happens when one story creates greater impact?
The concept has already produced measurable results across several of DTU's activities. At Open House at Campus Lyngby in March 2026, the number of physical attendees rose by 45% compared with the year before. DTU also saw a marked increase in female attendees, a key goal in the university's inclusion and diversity strategy. A dedicated awareness campaign for Risø Campus resulted in 20% more applications, while the international master's visit day saw a 27% increase in physical attendees.
The numbers
+1%
physical attendees at Open House at Campus Lyngby
+1%
applications to Risø Campus
+1%
physical attendees at the international master's visit day
One story that unites DTU's many programmes
With Let's Find Out, DTU has gained a shared communication platform that can bring the institution's many programmes, target groups and campaigns together under one recognisable story. The concept makes DTU's DNA tangible. Curiosity is not just something the university talks about. It is something the communication invites the audience to be part of. The versioning-ready structure also makes it possible to work quickly and agilely. From Open House and Kvote 2 (the quota 2 admissions route) to Risø Campus and the master's visit day, Let's Find Out has already shown that one strong story can create both coherence and measurable results across DTU's many touchpoints.
