The OU (Open University) is an online university in the Netherlands and Flanders that develops and provides scientific education with an open and accessible character. They wanted to expand this leadership quantitatively and qualitatively, and realized that this would not be achieved by simply increasing educational expertise. That’s why the Open University has asked us to develop a new brand policy, visual identity, verbal identity, and internal branding program.

Firstly, the brand positioning. The sub-archetypes of the Rebel and the Maverick capture the brand character and customer's needs in a striking way. Breaking free from the classical world.