For many years, the HTX department had been closely tied to Roskilde Tekniske Skole and was often mistaken for a technical college. This made it hard to create an independent position as an upper secondary school. An upcoming education reform, which signalled a move away from the HTX name, became an opportunity to rethink the school's position from the ground up.
A new name creates an independent position as an upper secondary school
A new core story brings together the school's academic strength, community and ambitions
A complete visual identity with logo, colours and typography
A new WordPress website works as both a recruitment channel and an information portal
A modern and inclusive expression is meant to make technology education relevant to more young people
One unified brand experience makes it easier for students and parents to understand what Pulsen stands for
The challenge
How do you create a clear upper secondary school profile when the school has to change its name, its image and its position in the market at the same time? HTX Roskilde had low awareness and was often mistaken for Roskilde Tekniske Skole. The school's image was also marked by technical geekiness and a skewed gender balance. The ambition was to increase student numbers, strengthen awareness in the local area and create a profile with broader appeal to prospective upper secondary students.
The solution
We developed a unified brand platform for the new Pulsen Gymnasium. The name Pulsen (the Pulse) signals energy, community and momentum, and became the foundation for a new core story and visual identity. Logo, colours and typography together create a modern, recognisable expression that clearly sets the school apart from Roskilde Tekniske Skole. The identity was then turned into a new website that both inspires prospective students and works as an information portal for students and parents.
Pulsen Gymnasium x iO: From technical department to independent upper secondary school
Pulsen Gymnasium grew out of the former HTX department at Roskilde Tekniske Skole. The school wanted to create a clearer identity as an upper secondary school and become more relevant to young people considering their education. The task therefore required more than a new logo or a new website. Together with the school's management and teachers, we worked on the whole foundation of the school's position, from name and core story to visual identity and digital experience. The close collaboration made it possible to anchor the new identity in the school's reality, while challenging existing perceptions of what a technical upper secondary school can be.
How do you create a new position without losing what makes the school strong?
The starting point was a school with strong academic skills in IT and Science, but an identity that did not communicate this sufficiently. HTX Roskilde was often mistaken for Roskilde Tekniske Skole, and the school's image was largely marked by technical geekiness and a majority of boys. We started from the school's academic strengths and arrived at a position where technology and Science do not stand alone, but are linked with energy, community, creativity and momentum. That became the foundation for the new story about Pulsen.
How do you turn a new position into a recognisable identity?
With the new name, we developed a complete visual identity with logo, colours and typography. The expression is modern and energetic, and creates clear visual distance from Roskilde Tekniske Skole. The identity is also flexible enough to hold both the school's academic strength and the social life that is a central part of the upper secondary experience. The visual identity gives Pulsen an independent expression across the places where prospective students meet the school.
How do you make an educational institution attractive digitally?
For young people choosing an upper secondary education, the website is a central touchpoint. The new website has therefore been developed as more than an information portal. It works as the school's digital face to the outside world and as an important tool in recruiting new students.
At the same time, the site has to work in everyday life for the school's current students and parents. The website is built in WordPress and integrated with the school's booking system for student guidance. In this way, the site brings together inspiration, information and concrete actions in one digital experience.
When we entered the collaboration, we faced a clear challenge: awareness of our school was low, and many were unsure what we actually stood for. We needed an identity that was clear and recognisable, and that showed everything that is strong about the technical upper secondary school in Roskilde.
The numbers
1new name
and an independent brand
1new visual identity
complete with logo, colours and typography
1target groups
prospective students, plus current students and parents
From HTX Roskilde to Pulsen Gymnasium
Pulsen Gymnasium now has an independent identity that matches its ambition to be a modern upper secondary school with strong academic skills in technology and Science, but with room for much more. The new name and visual identity make the school clearer and create distance from its former link to Roskilde Tekniske Skole. The new website also gives the school a digital shop window, where prospective students can be inspired and get an insight into both the programmes and student life. Overall, the new brand platform gives Pulsen a stronger foundation for increasing awareness, attracting more students and positioning the school more clearly among Roskilde's many education options.
