Starting from the evocative power of visual language and integrated storytelling, the campaign is inspired by modern communication models, blending contemporary aesthetics and coherent storytelling. claim chosen contains the essence of theUniversità Campus Bio-Medico di Roma and its roots. The graphic background recalls a neural network, a metaphor for a living and interconnected knowledge, which grows and connects students, teachers, researchers and administrative staff. A symbol that evokes both science and roots of the University, recalling the vocation to combine knowledge, care and attention to the person. The choice to use English reflects the commitment of UCBM towards a long-term internationalization project, aimed at strengthening the University's global reach and attracting students, researchers, and partners from around the world.
The project takes its name from three key concepts:
- HUB, as a center of excellence and international training that connects knowledge, people, and opportunities. A tangible symbol is the new building Cube, a multifunctional space dedicated to teaching, research, innovation, culture, and well-being in a sustainable environment.
- LAB, the cutting-edge laboratories where theory and practice meet every day. Among these, the Simulation Center, inaugurated in 2024, offers immersive simulations of complex clinical scenarios, essential for practical training and medical innovation, and opportunities for product and process testing in the engineering field.
- US, the University community, inspired by Christian values, which values collaboration, inclusion and participation, through initiatives such as the Sports, Arts, Science and Culture Week, volunteering and international cooperation projects, well-being paths dedicated to students (REHEARSE) and the promotion of interdisciplinary research with particular attention to the female contribution in the STEM field.
Visual language and integrated communication
The campaign—created with a contemporary, direct, and inspirational style—embodyes some of the visual storytelling elements typical of international campaigns: a strong graphic identity, evocative and engaging copy, and an integrated mix of media that interact coherently. This approach strengthens brand recognition and audience engagement, making the campaign truly memorable.
Carlo Tosti, President ofUniversità Campus Bio-Medico di Roma, he claims: "This campaign marks an important step in the University's consolidation process." It's an opportunity to showcase our identity: a university that invests in education, research, innovation, and community, rooted in its roots and capable of looking to the future with international openness. This is a tangible sign of a far-sighted project that aims to strengthen the role ofUniversità Campus Bio-Medico di Roma as a point of reference in the global academic landscape."
Andrea Rossi, CEO and General Manager ofUniversità Campus Bio-Medico di Roma, comments: The initiative aims to showcase a University in continuous development, where the quality of education, research, and the third mission are at the core. Our educational offering is designed to prepare professionals capable of combining scientific expertise and personal care, in an environment that fosters discussion and the exchange of ideas. HUB, LAB, US represents an innovative approach with which we want to share this vision with students, faculty, and staff. UCBM and international partners, strengthening the role of theUniversità Campus Bio-Medico di Roma as a scientific and technological reference center."
Secondo Alexandra Tomassi, Head of Communications and Fundraising UCBM, the campaign was designed to speak authentically to young people and stakeholders: "With HUB, LAB, US. we have chosen to position theUniversità Campus Bio-Medico di Roma In an increasingly competitive international context, adopting a simple yet universal language that combines proximity and authority. Defining a strategic media mix—from billboards to digital—is an integral part of this vision: each channel contributes to building a coherent, immediate, and recognizable narrative. The goal is to strengthen the University's appeal, speaking to new generations and global stakeholders with a single voice. chiara, distinctive and in line with the founding values that characterize us."
Visibility and dissemination
The campaign was developed in collaboration with the creative agency PloomiaThe new image and key visuals of the campaign will be visible on various media: urban billboards, means of transport, digital channels, radio, connected TV and within the Campus itself.
With "HUB, LAB, US.", UCBM puts its community at the center and is proposed as a point of reference for students, teachers, researchers and international partners, transforming the campaign into a message of trust and global vision.
