A strategic approach, a corporate identity and brand development, and the UX / UI design of two softwares for a Fraunhofer B2B start-up completed by my students of the Macromedia University in Leipzig.
A university practice project with students of different disciplines
Together with the Botfellows, a startup of the EXIST program
from the Fraunhofer Institute creating intelligent robotic software solutions, students of Macromedia University
at the Leipzig campus realized a comprehensive, interdisciplinary practice project. The aim was to make applied higher education tangible and to translate real
requirements from the startup and research environment into strategic, creative, and digital solutions.
The project combined academic knowledge with hands-on implementation and demonstrated how students can take responsibility in real-world projects at an early stage.
For this purpose, I combined the practice-oriented Focus Project course for fifth-semester students with the Interaction & Interface Design course.
Strategic brand development, corporate identity and UX / UI design
At the core of the project was the development of a holistic brand strategy for Botfellows, which we created together in a joint client workshop. Based on this strategic foundation,
a consistent corporate identity emerged that clearly reflects and visually strengthens the company’s positioning. Building on this, the students designed a modern website as well as
a coherent visual presence for social media and other digital channels. In addition, extensive marketing materials were developed to support the brand across various communication
contexts.
A particular focus was placed on the UX and UI design of two software solutions, with an emphasis on usability, clear information architecture, and a contemporary interface. These
solutions were developed according to the principles of design thinking, with small teams collaborating in agile co-creation processes.
Interdisciplinary collaboration between research, management and design
The project was developed through close collaboration between students of the IDP Management program, comprising business managers, media managers and journalists, as well as the courses
Focus Project Design and Interaction & Interface Design.
This interdisciplinary structure made it possible to connect management, design, and user-centered perspectives. In direct exchange with the startup and with reference to the research
work of the Fraunhofer Institute, the students developed solutions that are strategically oriented, visually compelling and functionally well thought out. The project illustrates how
practice orientation, startup mindset and proximity to research can create sustainable added value.
Integrated communication across physical and digital touchpoints
The concepts developed during the project were conceived and implemented across multiple media. In addition to communication solutions that function both online and in analog contexts,
digital applications and interfaces were created that are intended for use in industrial software solutions. The project thus exemplifies how brand communication must be planned holistically
from strategic analysis and market positioning, the development of an umbrella idea and the formulation of brand messages, claims and copies, to the visual identity and its concrete
application in marketing formats and digital products.
For the teams, it was a challenge to always keep the bigger picture in mind, as changes to a single parameter in the development of the brand identity affected the entire communication system.
A complex, holistic challenge that artificial intelligence cannot easily replicate.
The project demonstrates how holistic brand communication, from strategy to digital products, requires keeping the bigger picture in mind, as even small changes can impact the entire system in ways that artificial intelligence cannot easily replicate.
Thanks to all the students of the courses
Special thanks go to all the students who realized this practice project with great commitment, creativity and professionalism.
Focus Project Design: Celine and Marie-Claire (design leads), Sarah-Isabell, Salome, Amélie Gabriela, Nathalie, Kevin; Interaction & Interface Design: Lucie, Jenny, Mina and
Cornelius (UX / UI leads), Matilda, Rosalia, Celine, Analucia, Rana, Josephine, Anne-Marie, Lucia, Annika Ruby, Miriam, Tran Ngoc, Finn, Moritz, Justin, Henry, Maurice, Jean-Luc,
Theodor, Darian, Gabriel, Asher, Keanu;
Interdisciplinary Project Management & Journalism: Amy and Johannes (leads), Hannah, Angelina, Selina, Annalena, Lysann, Nelly, Greta, Arved, Roman, Janne, Leopold, Niklas, Florian,
Luca, Moritz, Valentin, Louis and Semjon.
Botfellows will consistently implement the brand, communication and UX / UI strategy developed in the project in 2026, entering the market with a clearly positioned presence, user-centered software solutions and a strengthened brand identity.
