Aurora Communication and Dissemination Team Explores Brand Storytelling Through Merchandising Strategies
From 3 to 5 March 2026, Palacký University Olomouc (UP) hosted the annual Aurora Trusted Local Communicators (TLC) Workshop, bringing together communication representatives from across Aurora universities. Over two days, participants explored how brand storytelling can be shaped through visual communication and merchandising strategies.
Aurora Communication and Dissemination team during the Aurora TLC Workshop 2026
The workshop was part of Aurora 2030 Work Package 10 on Impact and Dissemination, particularly Task 10.1 on Communication and Dissemination. It provided an understanding of the different ways that universities can adopt storytelling strategies that communicate vision, values and impact to their target audiences.
Institutional Strategy as a Foundation
The programme opened with a welcome by UP Vice-Rector for International Relations Ivona Barešová, who highlighted the importance of collaboration in shaping strong and lasting institutional narratives.
This was followed by a presentation from Matěj Dostálek, UP Vice-Rector for Communication and Social Responsibility. Emphasising on the maxim of being “regionally rooted, globally connected”, Dostálek revealed “UP to the Future”, a ten-year strategic framework leading the development of the university in the context of future challenges. Based on the values of responsability, sustainability and resilience, this framework aims to build the university of the future as a space of trust, an actor of public responsability, and a European institution in both its values and action.
Left to right: Ivona Barešová (UP Vice-Rector for International Relations), Selma Porobic (Aurora Institutional Coordinator at UP), Matěj Dostálek (UP Vice-Rector for Communication and Social Responsibility) and Vendula Lužná, Science Communicator
Storytelling in Practice
Communication being the driver of change, UP representatives demonstrated how storytelling is applied across communication activities:
Vendula Lužná, Science Communicator
“Science is not finished until it is communicated.” Lužná pointed to the university’s role in building trust by connecting scientific research with real-world issues through active scientist engagement. UP is able to connect topics of interest to real societal issues such as mental health, healthy aging, and digital technologies.
Ondřej Martínek, Head of Marketing and University Events
“We define and sell the values of the university.” Martínek outlined UP’s strategy of building a “love brand” and promoting Olomouc as a student-friendly city, supported by strong marketing tools such as social media, video, a mobile app, merchandising, and a student ambassador programme.
Michael Kozák, Marketing and Events Specialist
“University storytellers.” Through a series of beautiful photographs, Kozák presented the UP Student Ambassador programme, highlighting students’ key role in peer-to-peer communication and community building through events such as roadshows, education fairs, and festivals.
Vojtěch Kmenta, Photographer and Social Media Manager
“Stories connect, emotion drives engagement.” Building on five content pillars, Kmenta demonstrated how UP uses Instagram to create an emotional gateway to the university through visually driven storytelling.
Sustainable Merchandising as Storytelling
Sustainability is one of the core values at UP, reflected in its merchandising. Marie Hanušová, UPoint Shop Manager, presented the principles behind UP’s official merchandise store in Olomouc city:
- A clear framework for evaluating sustainable materials and suppliers
- Practical design and production strategies
- Tools for communicating sustainability authentically.
Marie Hanušová, UPoint Shop Manager, presented the principles behind UP’s sustainable merchandising strategy
“Sustainable merchandise is not a cost. It’s a statement of values,” says Hanušová. “When done well, sustainable merchandise builds emotional connection, extends brand reach, and positions your institution as a leader – not a follower – in the values economy.”
Each product’s story adds value, builds trust, and invites customers to be active participants of something good beyond just being regular buyers. The session offered practical guidance for more impactful merchandising choices in future Aurora activities.
From Ideas to Practice
Participants then applied these insights in two interactive workshops focused on Aurora’s upcoming participation at the EAIE 2026 conference in Glasgow. Discussions explored:
- Visual concepts for the Aurora exhibition booth
- Ideas for sustainable and engaging merchandise.
Working in groups, participants first developed creative concepts without limitations and then refined them under specific constraints, encouraging both innovation and strategic thinking.
Brainstorming visual design and merchandising strategies for the Aurora booth at the EAIE 2026
The Aurora TLC Workshop 2026 on Brand Storytelling through Merchandising Strategies provided a clear and practical overview of how storytelling, design, and sustainability can work together to strengthen institutional communication and enhance the Aurora brand.