Brand · Visual Identity
Rebranding TUM.ai
A cohesive design language that cleans up social media, replaces text-heavy slides, and positions TUM.ai as one unified team during corporate pitches.
Project overview
The Challenge
TUM.ai is a prominent student-led initiative empowering talent to build the future of AI. However, rapid expansion across multiple sub-teams and events like Makeathons led to severe visual fragmentation.
- Fragmented Social Presence: Channels lacked a cohesive look, hurting brand recall across platforms.
- Non-Standardized Decks: Corporate pitch decks were overloaded with dense walls of text, undermining professional credibility during partner outreach.
- Generic Visuals: Promotional materials frequently fell back on low-effort, generic “AI slop” stock graphics.
The Goal
To attract top-tier industry partners, the organization needed an integrated identity that balanced premium professionalism with vibrant tech energy — cleaning up social media, replacing text-heavy slides, and positioning TUM.ai as one unified team during corporate pitches.
The Strategy & System
Derived from stakeholder workshops, the identity was restructured around an abstract, geometric “Techy Minimalism” framework to replace literal AI clichés.
- The Corporate Palette: Grounded in a premium Dark Indigo (#1B0049) for corporate credibility, paired with a lively Electric Lavender (#9A64D9) and soft Lavender Tint (#F5EFFF) to maintain community youthfulness.
- Typography Hierarchy: Standardized on the clean typeface Manrope, with explicit weight and layout rules to control data density and permanently stop text-stuffed presentation slides.
- Authentic Visual Style: Swapped uninspired vector art for high-contrast, “human-centric” event photography that captures the real focus and collaborative energy of the students.
Deliverables & Handoff Infrastructure
I developed a production-ready ecosystem of tools to streamline asset creation.
- Modular Pitch Deck System: A polished presentation framework tailored for corporate outreach, ensuring teams look unified and professional.
- Social Media Template Library: Reusable layouts optimized for LinkedIn and event announcements, making it easy for anyone to post on-brand content quickly.
- Brand Guidelines: Clear “Do's and Don'ts” defining typography, color rules, and logo usage for future channels.
The Outcome & Impact
By trading slide clutter and generic AI graphics for a clean, geometric system, the design infrastructure delivered immediate real-world results.
- Partner Acquisition: The modular pitch decks elevated corporate outreach, establishing instant trust and serving as a key asset in securing premium industry partners.
- High-Performing Social Formats: Cohesive, engaging content rollouts, including a highly successful “Get to Know the Member” series and optimized application-phase assets.
- Record Recruitment: The elevated digital presence directly contributed to TUM.ai's most successful recruitment drive to date — 650+ applicants and the most selective batch in the initiative's history.
