Runway Park
The Runway Park brand for the University of Sheffield is an inspiring example of urban transformation. The site started life as industrial coal mining, spent time as a short-lived international airport and was finally transformed into a world-leading hub for advanced manufacturing and research.
Building up speed
The University of Sheffield was keen to launch the newly proposed innovation park at UKREiiF, the UK’s largest real estate conference. With this in mind, we knew we had to quickly create a brand and launch materials that would stand out in a crowded space.
This was a flagship project, so despite the fixed deadline, we had to make sure we were delivering a brand that would stand the test of time. We also knew that, as a high-profile project, there would be various stakeholders from across the university, so whatever brand narrative we created would need to be relevant to a variety of stakeholders.
Discovery
A rich history
As with all our projects, we started with the Discovery Phase where we began by hosting a workshop with all of the stakeholders. Using guided conversation, we spent time openly discussing the features of the development, allowing everyone to tell their version of the story. This was an important part of the process, because the brand would need to weave these different visions together into one seamless narrative.
We looked into the history of the site, learning about its previous purpose as a key source of fuel and its time as an airport, which left the distinctive runway running through the park. We also did extensive research into the competitor landscape, learning from organisations like the International Association of Science Parks and Areas of Innovation.
Strategy & Creative
An innovative brand that integrated its most important elements.
We collaborated with the University of Sheffield Marketing Team to make sure that their key messages of ‘independent thought’ and ‘shared ambition’ were integrated into the development’s brand narrative. We proposed a number of routes, but the runway, an inarguably iconic part of the site, became the favourite route. This was combined with a modern, sci-tech feel to create an impressive visual identity.
As well as creating a versatile brand toolkit, the logo was a story in itself; the Runway Park ‘propellor’ is a clear nod to its aeronautical heritage, but the eagle-eyed might also notice that it’s made from the University of Sheffield shield.
The brand launch successfully positioned Runway Park as an innovation-driven district, linking the University of Sheffield’s world-class research with growing companies and real-world industry challenges. Within two months, it delivered high engagement and a surge in website traffic.
The project included:
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Whether you’re launching something new or repositioning an existing place, let’s discuss how we can help you stand out and succeed.