CODAM is a radical new education concept in Amsterdam and completely different from other education institutions - no teachers, no fees, and no minimum entry requirements. However, there’s a gender disparity in computing and the tech industry mainly talks to a niche audience. Alchemy was assigned to break this paradigm and attract students that would normally see a coding school as not for them. This by develop an identity that reflected their unruly origin and create a launch that would attract new students to enrol for their opening in 2018.
To understand how CODAM could fill a gap in the tech landscape we went to Ecole 42 in Paris to see how students within coding perceive their industry. Our approach unlocked the insight ‘the code doesn’t care who writes it’. By showing that the code is a universal language, we could attract a broader audience and take a step towards a more democratic tech industry.
The identity reflects the rebellious nature of the institution itself. It is distinct, taps into youth culture and sets itself apart from traditional education. The primary design elements are inspired by and based on actual code written at Codam. For the launch, we created an out of home campaign with the goal of getting Dutch youth to reconsider a career in code, and get them through to the online test - the only entry requirement.