Freiraum Schule – Accessible Branding for a Nationwide Educational Initiative

The "Freiraum Schule" initiative aims to encourage educators, school administrators, administrative staff, and other stakeholders in the Austrian education system to contribute ideas for less bureaucracy and more creative freedom. The branding had to be designed to be accessible, function consistently across digital and analog channels, and reflect the open, inviting character of the initiative.

A complete branding package tailored to the initiative's requirements both in design and content:

1. Branding Development: A clear brand identity was developed – from visual appearance to tone of voice. Content suggestions were provided for the project title and claim; the final wording was completed by the ministry.
2. CD Paper: As a foundation for all further measures, a compact branding manual was created with defined colors, stylistic elements, and font usage, along with application examples.
3. Implementation of Header & Social Media Assets: For digital communication, header elements and social media assets were designed, focused on quick recognition, accessibility, and consistent adaptation across all channels.
4. Static Header & Shareable Social Media Assets: A static header was developed for email campaigns and landing pages, as well as a set of social media assets designed for high organic reach.

As an additional visual element, Bacon & Bold developed three animated Giphy stickers to make the initiative even more visible and relatable. The stickers – e.g., with project title or call-to-action – were uploaded to Giphy and are freely usable in Instagram Stories. This allows supporters to creatively brand their posts and organically increase reach.

A unified, accessible, and versatile branding that clearly communicates the message of "Freiraum Schule" – and works across all channels. Thanks to the Giphy stickers, a modern, interactive way was created to actively engage the target audience and generate reach without advertising budget.