We helped Surrey Research Park re-energise its brand with a strong attitudinal positioning.
Part of the University of Surrey, Surrey Research Park was one of the first science parks to be established in the UK. With a billion-pound surge in post-pandemic investment going into new life-science and research campuses, Surrey Research Park needed to reinvigorate its brand and carve out a clear positioning that would continue to make its case as an attractive hub for innovative businesses and support the University’s reputation for research excellence.
What we delivered
– Brand positioning
– Brand identity
– Tone of voice
– Brand guidelines
Connecting with people that want to make it happen
Our research identified a real drive amongst the people working on the Park. This led to the development of an attitudinal positioning that would connect with the kind of entrepreneurs, innovators and scientists who want to make things happen. This was captured in a bold proposition statement: “This is a place where those with drive, grit and determination gravitate; a place where people come to roll up their sleeves and get things done.”
A tone of voice to match the attitude
A new tone of voice was key to bringing the new attitudinal positioning to life with pithy headlines such as “Here. We go.” And, “Let’s grow”.
A dynamic brand platform
Echoing the success of Surrey Satellite Technology, the CEO said of the Park, “here you can go from start-up to the stars.” In tune with this bold sense of ambition, the new brand platform captures the energy, vibrancy, growth, connectivity, and restlessness that make the place.
Leading in space, cyber, artificial intelligence and health
Surrey Research Park’s advantage over its competitors was the proven success of many of its businesses which had set-up, grown and matured into world beating businesses in exciting sectors such as space, cyber and human, and animal health. A new brand film and website helped to tell the story of these thriving businesses and capture the sense of community on the park.