University of Leeds: Creative Labs
Promoting a programme of creative collaborations between artists and academics
The challenge
What happens when you bring a biomedical engineer and a ballet choreographer together in the same space? With its strong connections with academics and professionals in the creative sector, Leeds Creative Labs was set up to bring together seemingly contrasting professions to explore new ways of working.
Every two years since 2012, Leeds Creative Labs’ pioneering programme has continued to build on its original ambition, bringing together creative practitioners and academics — from a wide variety of disciplines — to collaborate over creative solutions to real-world problems. Both parties are encouraged to work together on an equal footing, with open minds and an ambition to make a positive impact through their work. For its 2022 programme, the University asked us to develop a visual identity along with campaign messaging to promote the initiative and encourage participation.
Our approach
Working with key assets from the University’s main identity, we designed a new logo for the programme and introduced a suite of graphic intersections to reflect the contrasting disciplines and the wide range of possible collaborations. Black and white portraiture featuring previous participants created a sense of immediacy, of a moment in time. Messaging for the campaign was supported throughout by the strapline: Inspiration. Innovation. Co-creation. highlighting the spirit and the ambition of the programme.
“Leeds Creative Labs is widely recognised as a key driver for innovation at the University, but the team needed the essential brand tools to allow them to start conversations with the relevant audiences and build awareness. ThreeTenSeven quickly got to grips with the complexities of the project and delivered a highly creative solution that’s rational and easy to manage.”
