Case Study
Reimagining Global Business Education
NH1 Design builds a brand identity for Tetr College of Business that reflects a radically different way of learning - through doing, building, and experiencing.
Most business schools are built on legacy.
Their stories are shaped by rankings, heritage, alumni networks, and decades of reputation. Their visual identities often follow the same pattern - crests, seals, formal typography, and institutional codes that signal authority.
Tetr College of Business entered the category with none of that. What it had instead was a fundamentally different model of education.
Students at Tetr don't spend four years learning business through lectures and case studies alone. They build businesses across multiple countries, work in real markets, and learn through practical experience. The classroom isn't confined to a campus; it moves across geographies, cultures, and industries.
The challenge was clear: how do you create a brand for a college that is redefining what business education can be?
When NH1 Design began working with Tetr, the institution already had momentum. However, its existing identity still felt like an early-stage startup - ambitious and energetic, but not reflective of the scale of its vision.
The task wasn't to make Tetr look older or more traditional.
It was to build credibility while staying true to what made the institution different.
That meant creating an identity that could sit comfortably within the education sector while signalling a more contemporary and entrepreneurial mindset.
Behind this was a clear mission: to nurture entrepreneurial thinking through academic excellence, hands-on industry experience, and a global outlook. Its vision extends even further, to create leaders capable of driving social, economic, and cultural change on a global scale.
One of the most interesting aspects of the project came from the name itself.
"Tetr" draws inspiration from Tetris - the iconic game where individual pieces come together to create a larger system.
NH1 Design used this idea as the foundation of the identity.
The metaphor felt relevant to the institution's learning model.
Students move across countries, launch ventures, solve problems, and accumulate experiences that collectively shape their education. Like the pieces in a game of Tetris, each experience contributes to a larger whole.
This thinking informed the visual language, creating a modular system of geometric forms that appears throughout the brand. More than graphic elements, these blocks become a representation of how learning at Tetr is assembled through diverse experiences, perspectives, and opportunities.
Many educational institutions talk about excellence, leadership, and innovation.
Tetr chose a more distinctive route.
The brand is built around a set of values framed through the lens of "zero"
Zero Discrimination
Zero Rigidity
Zero Complacency
Zero Ignorance
Together, they define an institution that aims to be inclusive, adaptable, relentlessly curious, and continuously evolving.
Rather than remaining statements on a website, these values shape the personality of the brand itself. They reinforce Tetr's belief that education should remain fluid, responsive, and open to change rather than being confined by tradition.
The identity wasn't created only for websites and presentations.
It was designed to be experienced by students throughout their journey with the institution.
NH1 extended the system across onboarding kits, admission collateral, merchandise, and communication touchpoints that help build a sense of belonging.
One of the most memorable expressions of this approach is Galileo, a half-human, half-lion mascot inspired by the spirit of historic explorers. Designed to embody curiosity, courage, and discovery, Galileo acts as a companion figure for students navigating new environments, cultures, and experiences.
The addition of a mascot brings warmth and accessibility to a category that often feels formal and intimidating. It also reinforces the institution's emphasis on exploration as a core part of learning.
