We were already at the forefront of Zuyd University of Applied Sciences' repositioning, which was named the best university of applied sciences in the Netherlands in 2025. Now, we had the opportunity to take Zuyd Professional to the next level as well. Building on the same archetypal Muse, we continued to shape a brand that shares knowledge, encourages and motivates. Just as with Zuyd University of Applied Sciences, we put the person behind the student at the heart of the brand. We steered clear of stiff corporate language and developed a fresh, colourful identity filled with 'Slices of Professional Life': authentic imagery that sparks curiosity and shows that Zuyd Professional understands what's really going on.