A CLEVER IDENTITY FOR AN INNOVATIVE NEW BUSINESS CENTRE THAT INSPIRES AND SUPPORTS SMEs
Managed by Oxford Innovation, a leading provider and operator of business centres throughout the UK, Harborough Innovation Centre is a £4.2m, state of the art business centre, developed for regional SMEs to innovate and grow.
Briefed to create an inspiring identity that would reflect the architecture of the centre and the innovative businesses it seeks to help, a clever, bold solution was required that would be remembered and stand the test of time. In addition a launch campaign for the new development was devised with advertising at bus and train stations.
Avoiding all the usual clichés associated with tech business and innovation, the initials themselves soon provided the inspiration for the Harborough Innovation Centre mark. By employing a subtle but clever tweak, the capital ‘H’ becomes the home for the lowercase ‘i’ of innovation and becomes the focus of the identity.
With a strong and unique marque, less is more, especially when it comes to creating the visual language. It’s is one of the reasons why other elements were purposefully kept to a minimum.
A striking colour palette utilising a subtle but distinctive red fade complements the identity. Simple but striking typographic messages formed the basis of communications as well as the launch campaign and helped create awareness amongst fledgling and start up businesses that Harborough Innovation Centre is the perfect base for those looking to expand and develop their businesses.
In addition to the identity and launch campaign, marketing collateral for the centre was developed presenting impressive facts about business growth in the surrounding areas. Reportage style photography using real life situations, taken by Creative Director Nick Birch also added to the contemporary, but understated look and feel.