Branding and Communication Strategy for the Athens University of Economics and Business

Case Study:
Through the “TafTisi” initiative, White Space developed a strategic outreach platform that strengthens the connection between the Athens University of Economics and Business (AUEB), the business community, alumni, and potential sponsors.

Client

Athens University of Economics and Business 2022 – Present

Project Summary

Branding, Marketing, Service Design Graphic Design, Killer Visual presentation

Initiative

Taftisi

Scope of Work

Research Branding, Service Design Graphic Design Data Visualization, Process Visualization, Copywriting, Video Motion Design

The Case

The Athens University of Economics and Business (AUEB) is one of Greece’s leading academic institutions, with deep roots in economics, management, technology, and entrepreneurship.

However, as is often the case with public academic institutions, the value of these connections was not always communicated to the market in a direct, structured, and commercially accessible way.

AUEB needed a platform capable of clearly presenting its vision, capabilities, and opportunities for collaboration with the business community. A platform that would help the University strengthen its external engagement, build new relationships, and attract support for scholarships, educational programs, initiatives, and projects that create meaningful impact for students.

The objective was not only to communicate the University’s achievements, but also to establish a framework through which businesses, alumni, and supporters could actively contribute to its future development and social impact.

Client Brief

The Athens University of Economics and Business (AUEB), a beacon of academic excellence and innovation, embarked on a strategic journey to redefine its engagement with the business sector. Aiming to dispel the perception of Greek universities’ insularity from private sector collaborations, AUEB sought to create a communication tool that not only aligned education with business realities but also attracted funding for scholarships and sponsorships for events.

This initiative was crucial for enhancing University’s awareness in the business world, despite major challenges for a public sector institution such as a lack of prior initiatives, difficulty in material collection, and the need for collaboration across different university departments.

The Challenge

The core challenge was not simply to create a presentation. It was to shape a new narrative around the University’s relationship with the market.

AUEB needed to move beyond the perception that Greek universities operate in isolation from the private sector and instead present itself as a modern, active, and outward-looking institution that engages meaningfully with the business community.
At the same time, the project involved considerable complexity. Content had to be gathered from multiple departments, numerous internal stakeholders needed to be aligned, and a large volume of information had to be organized into a structure that was clear, accessible, and compelling.
The communication approach had to preserve the credibility, prestige, and academic integrity of the University while becoming more direct, contemporary, and effective for an audience of business leaders, executives, alumni, and organizations. The challenge was to strike the right balance between institutional authority and commercial relevance, creating a narrative that would resonate with external stakeholders and inspire long-term engagement.

Our Solution

To address AUEB’s needs, we developed a comprehensive strategic communication platform designed to strengthen the University’s connection with the business community.

As part of this initiative, we created the name “TafTisi” (Identification), giving the project a clear identity and communication direction. The name reflects the convergence of academic knowledge, market needs, and the opportunities that can be created for students through meaningful partnerships and collaboration.

Building on this strategic foundation, we developed the value proposition, key messaging, and presentation structure, enabling AUEB to communicate the initiative’s purpose and benefits with clarity and consistency to businesses, organizations, alumni, and potential sponsors.

In parallel, we designed the presentation’s visual system, incorporating graphic design elements, custom iconography, data visualization, and motion design. This transformed complex information into a more engaging, accessible, and persuasive experience, helping stakeholders quickly understand both the vision and the impact of the initiative.

The result was not simply a presentation, but a strategic communication asset that empowers AUEB to foster stronger relationships, attract support, and create new opportunities for collaboration between academia and the business world.

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Our Impact

“Taftisis” evolved into a pivotal platform for AUEB, revolutionizing its strategy to demonstrate openness to the business community. The initiative not only became the university’s primary tool for engaging with organizations but also surprised and engaged business owners and executives.

Alumni, now working in influential companies, shared the presentation widely, becoming proud ambassadors of AUEB’s new direction. This marked a significant shift, positioning AUEB as a leader in fostering real-world business and academic collaborations.

Leads generation

The ‘Taftisis’ platform significantly enhanced AUEB’s ability to generate leads, attracting interest from businesses and organizations keen on partnering with the university.

Increase in conversion rate

Efforts to streamline and improve engagement strategies resulted in a substantial rise in the conversion of these leads into tangible collaborations and sponsorships.

Presentations held using the specific tool

“Taftisis” became the definitive presentation tool for AUEB, widely used to communicate its new strategic direction and foster connections with the business community.