The aim of the practical project was to develop a complete corporate identity for the newly founded ‘Performance Lab Ulm’, set up by medical student Sebastian Ohlau. Among other things, the lab offers spiroergometry. This is a medical stress test that simultaneously analyses heart, lung and metabolic functions. Whilst the test subjects are undergoing physical exertion – for example, on a treadmill – their respiratory gases are measured. The results provide precise insights into individual performance levels and possible causes of physical limitations.
The students developed a comprehensive brand identity for the company. The project components included the development of a logo, the design of business cards and leaflets, as well as the conception, design and creation of a clickable prototype of the website. In addition, professional photographs were taken for the company’s future public image.
A look inside the Performance Lab
The project began with a kick-off meeting with Sebastian Ohlau, during which the students were introduced to the project. As the semester progressed, the students visited the Performance Lab Ulm in three groups and gained first-hand insights into the work being carried out there.
Volunteer students were able to take part in a test demonstration on the treadmill themselves, whilst the other participants followed the measurements and analyses live. This enabled everyone involved to gain a realistic picture of the company’s services and target audience before they began developing the design concepts.
Feedback loops for optimal results
During the semester, the students presented their designs on several occasions in interim presentations. Both the analogue elements – such as the logo, corporate stationery, leaflets and style guide – and the digital concepts for the website were discussed and further developed in collaboration with the client, Sebastian Ohlau, and the supervising lecturers, Prof. Patricia Franzreb and Prof. Danny Franzreb.
Based on the feedback received, the concepts were refined and finalised in time for the final presentation. The results showcase the full range of creative solutions for a modern and professional corporate identity.
Positive assessment by the client
Sebastian Ohlau gives a thoroughly positive assessment of the collaboration:
“Working with the course was really great fun and a fantastic experience. I was impressed by how committed the students were to the project. Particularly those who really went the extra mile and invested a lot of time, creativity and energy. This has given me many new perspectives on corporate design and brand identity. We definitely plan to implement one of the proposals developed as the basis for our future brand identity.”
Practical teaching at HNU
The project serves as a prime example of how practice-oriented teaching works at HNU: students work on real-world problems, engage in direct dialogue with clients and develop solutions that have genuine potential for practical application. At the same time, companies benefit from fresh perspectives and innovative ideas.
